If you read all the SEO blogs, you will get lots of ideas on how to improve your rankings. Many of these ideas are out of date and simply don’t work. Other items are things that some SEO specialists claim to work but there is a great deal of disagreement.

For example, some specialists are big on “keyword” density, claiming that there is some ideal ratio between 3% and 7% that maximizes your rankings.   Some specialists adhere to the latent semantic concept where there are “critical words” that are associated with your targeted keyword that need to appear in your content.

I have personally tried most of these and others, with inconclusive results. What I keep coming back to is to understand what Google wants to present to its customers when they search;   which is the pages that are most likely to satisfy what the searcher is looking for.   In general that would mean the site that has a great deal of credibility and content that the searcher would find interesting, engaging, entertaining, informative, useful etc.

So what would be the best thing to do to any page on your site? Make it more engaging, useful, informative, authoritative or entertaining. If you stick to this principle, you won’t have to worry about your rankings dropping because of some Google algorithm change. You also will be creating pages that will generate more engagement by your visitors, and hopefully a higher conversion rate.