While proper keywords are vital to ensuring search engine rankings, there are many other aspects which influence rankings. Focus on below factors to rank higher the right way in search engines.

A Secure and Accessible Website (THE RIGHT URL): Your visitors will land on your website's pages by clicking on a link, so the actual URL of a specific page really matters. Create keyword optimized and user friendly URLs that can help users understand what a page is about and Google’s bots easily crawl.

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Page Speed (Including Mobile Page Speed): Page speed has been one of the leading ranking factors for SEO for startups. Google attempts to rank those websites which offer a great website user experience. Fast-loading web pages save the users' valuable time and deliver the required information in a faster and convenient manner. So identify web performance issues on your site and make sure you have a good page speed.

Mobile Friendliness: Google has switched to mobile- first since long. Mobile friendly is now a major SEO ranking factor as more people use mobile devices than the desktop to access the web. So make sure you design a mobile friendly website to make your website rank higher in Google.

Quality content: SEO and content marketing are very much interconnected and always go hand in hand. Great content can help you drive visitors to your website and improve rankings. So focus on creating relevant, unique and useful content that provides the information users are looking for when they search a query.

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Great user experience (UX) : Today user experience (UX) has become a critical SEO ranking factor. Google recognizes real human behaviour and attempts to rank websites which provide great UX from their pages. Focus on usability and UX and make sure your site is easy to navigate and contains great quality content that would make visitors want to stay and engage. The site elements of your website are like a roadmap for the search engines.

Proper and relevant Keywords: The importance of keywords in reaching SEO goals can never be denied. Pick the right and relevant keywords and phrases to attract the right audience and drive traffic to your site. Also use the right keywords in your image names and accompanying captions as well. Always remember one rule. Keeping it relevant is more important than cleverness and stuffing keywords.