How to optimize a website or e-store in search engines?

Understanding Google’s search engine algorithm is always a top priority in the world of digital marketing. Every year, Google’s algorithm update brings significant changes, affecting how websites and online stores rank in search results. Let’s explore how to optimize a website or online store for search engines to meet Google’s algorithm changes in 2025. Recent “First Page Sage” A study conducted by Google outlines the importance distribution of SEO tactics, giving us a clear picture of what Google currently considers important:

• Consistently publishing engaging content: 23%
• Keywords in meta title tags: 14%
• Backlinks: 12%
• Niche Expertise: 12%
• User involvement: 11%
• Freshness: 6% (new factor)
• Reliability: 5% (new factor)
• Mobile-Friendly: 5%
• Page speed: 3%
• Internal links: 1%
• Site Security / SSL Certificate: 2%
• Schema Markup/Structured Data: 1%

How can I improve the search engine ranking of my website or e-store?

Tactic 1 – Publish consistent and engaging content:

Publishing consistent and engaging content in the context of SEO plays a critical role in increasing a website’s visibility in search engines. Content that grabs and holds the reader’s attention will not only improve a website’s ranking in Google search results, but it will also increase organic traffic. When optimizing for SEO, it’s important to understand that high-quality, targeted content is the foundation for all other SEO strategies. Integrating keywords into titles, subheadings, and the content itself will help search engines understand what queries your page is responding to, but it needs to be done naturally and with the reader’s experience in mind.

How to create engaging content?

Creating consistent and engaging content requires a systematic approach that includes thorough planning and strategy. Here are some key steps to help you create content that captures and keeps your audience's attention while also supporting your SEO goals:

1. Define your target audience – Start by understanding exactly who you are creating content for. Research their interests, problems, and needs.
2. Create a content strategy – Develop a strategy that defines what type of content you will publish, how often, and on which platforms. Include keyword research to ensure SEO optimization.
3. Plan a content calendar – Create a calendar that will help you publish content consistently. This should include topics, publication dates, and responsible individuals.
4. Create quality and relevant content – Write, film, or create visual content that speaks to your target audience, offering them value and solutions to their problems.
5. Integrate keywords naturally – Use the insights gained from keyword research to integrate relevant keywords into your content in a way that feels natural and improves readability.
6. Optimize content for search engines – In addition to keywords, optimize titles, meta descriptions, and use internal links to improve SEO.
7. Use visuals and videos – People respond to visuals. Use images, infographics, and videos to make your content more engaging and shareable.
8. Encourage interaction – Ask questions, encourage comments, and engage your readers to increase user engagement.
9. Analyze and adapt – Use analytics tools to measure the performance of your content. See which posts are performing best and adjust your strategy accordingly.
10. Update your content regularly – Evaluate and update your existing content to keep it relevant and SEO-friendly. This includes updating outdated information, adding new keywords, and improving the quality of your content.

Content creation is a long and time-consuming process. One of the most important things to pay attention to is that the key people involved in content creation in the enterprise actually have competence and interest in the topics on which the content is created. Content creation, by its nature, is not only necessary for improving SEO, but is the basis for the entire company's marketing.

Tactic 2 – Using keywords in meta title tags:

Using keywords in meta title tags is a critical component of any SEO strategy, accounting for 151% of the importance in Google’s algorithm. Meta title tags are the first thing search engines and users see, so they play a big role in creating a first impression and positioning a website in search results. Here are some important steps to help you create and optimize keywords in meta title tags:

1. Keyword research – Start with a thorough keyword research using tools like Google Keyword Planner, SEMrush, or Ahrefs. Search for keywords and phrases that your target audience uses to find the products, services, or information you offer.
2. Choose target words – Choose keywords that are relevant to your page content and have sufficient search volume. Prefer keywords with low to moderate competition to increase your page’s visibility.
3. Analyze competitors – See how your competitors have optimized their meta title tags. This will give you an idea of which keywords are the most effective in your industry.
4. Create a short and catchy title – The meta title tag should be short (ideally 50-60 characters) and include the main keyword as early in the title as possible. This ensures that the keyword is visible in search results.
5. Integrate keywords naturally – Keywords should be integrated in a way that makes the title tag natural and enjoyable to read. Avoid overusing keywords, which can look unnatural and alienate both users and search engines.
6. Test and adapt – SEO is an ongoing process. Publish your page with an optimized title tag and monitor its performance. If you notice that your search results position is not improving, consider changing your title tag and trying new strategies.
7. Use unique titles – Each page on your website should have a unique title tag, which helps avoid internal competition for keywords and better explains the page's content.
   

Tactic 3 – Getting backlinks:

Acquiring backlinks, which account for 141% of Google's search algorithm weight, is an important SEO tactic that increases a website's authority and improves its positioning in search results. Quality backlinks are like ballots from other websites that signal to Google that your page is trustworthy and relevant. Here are some steps you can take to strategically acquire backlinks:

1. Content creation – Create valuable, shareable content that naturally attracts links. This could include in-depth guides, research papers, or infographics.
2. Communicating with influencers – Identify and build relationships with influencers and bloggers in your field. Offer them your content as a resource they can share with their followers.
3. Guest posts – Write and publish high-quality guest posts on authoritative websites, naturally linking back to your page.
4. Competitions and prizes – Organize contests or give out prizes that attract attention and encourage other websites to link to your page.
5. Backlink audit – Use SEO tools like Ahrefs or SEMrush to analyze your backlink profile to identify opportunities for new links or to remove unhealthy links.
6. Collaboration – Look for collaboration opportunities with other companies and websites where mutual content sharing can naturally generate quality links.

Through a strategic approach and focus on quality, backlinks can significantly improve your website's visibility in search engines and contribute to your overall SEO success.

Tactic 4 – Building Niche Expertise:

Emphasizing niche expertise has become an important aspect of SEO strategy, accounting for 141% of Google’s algorithm weight according to the aforementioned study. Niche expertise means having in-depth knowledge and skills in a specific field that allows you to create relevant and in-depth content. Finding your niche and building expertise is not only an important component for SEO, but is a central and critical part of a company’s marketing strategy as a whole. Since becoming a niche expert is a big topic in itself, we have written a separate article about it, which you can find here!

Tactic 5 – Increasing user engagement:

User engagement is a crucial factor in SEO strategy, accounting for 11% of Google’s search algorithm weight based on the aforementioned research. It shows how engaging and interactive the content on a website is for users. A high level of user engagement indicates that a website provides valuable and relevant content, which in turn encourages visitors to spend more time on the page, visit more pages, and share the content. This increases the authority of the page in the eyes of Google and improves your search ranking. Here are some steps to increase user engagement on your website:

1. Highlighting user-generated content – Encourage users to share their experiences, photos, or reviews about your product or service. Showcase this content on your website or social media to build credibility and create a sense of community.
2. Organizing webinars and trainings – Provide valuable information and education through webinars or interactive trainings that engage users and increase brand credibility.
3. Personalized recommendation system – Implement algorithms that analyze user behavior and preferences, providing them with personalized product or content recommendations, which increases engagement and satisfaction.
4. User journey mapping – Analyze how users interact with your website and identify potential barriers or pain points. Optimize the user journey to provide a smoother and more engaging experience.
5. Gamification – Add elements that make the user experience more gamified, such as point systems, levels, challenges, or prizes, to encourage users to engage more with the website.
6. Dynamic content presentation – Use dynamic content that changes based on user behavior or geographic location, providing them with a customized experience that increases engagement.
7. Live chat option – Integrate a live chat feature into your website, allowing visitors to quickly get answers to their questions and thereby increasing satisfaction and engagement.
8. Collecting and implementing feedback – Offer users easy ways to provide feedback and show how their input is valued and applied to improve products, services, or content.

Final word:

Congratulations if you were motivated enough to read this long technical article. Our hope is that you got some ideas and direction on how to start building SEO for your business. Since SEO tends to be a rather complex and lengthy development process, our Impact Media Digital specialists also offer SEO optimization services. If you find that you need help on this journey, contact us and we will make your business digitally visible!