Site Content & Structure Ranking Factors
Your website is the home of your brand and a platform for your content. It will never show in search results without original, relevant, fresh and valuable content.
It is a standard error among business owners to focus on producing social media content while completely neglecting their website. New social media platforms pop up every year, and old ones get abandoned by younger demographics. All your meticulously crafted Facebook posts and Twitter updates disappear into the void, forgotten after a day or two. Meanwhile, your website survives them all, and its content continues to generate traffic.
While your website may cover a lot of different subjects and products, each page/section should maintain a narrow scope relevant to a search query you want it to dominate. Keep in mind that search engines treat each page of your website as a separate entity, and rarely will visitors land on your site's front page from search results.
RELEVANCY & STRUCTURE
Google is, for the most part, a text-based search engine. It makes sense to put most of your effort into producing relevant copy instead of other aspects of your site. To improve the ranking of a given page, use keywords relevant to the search query in the page title, page description, headings, sub-headings, paragraphs, and image labels. A page that includes relevant keywords from a search query (and its variations) will have a higher chance of showing in the search results for that query.
VALUE & ORIGINALITY
Search engines promote original content that offers value to visitors. Therefore, directly copying text from other sites (scraping) to improve your rank is pointless and constitutes copyright infringement. Putting time and effort into writing authentic content that is informative, valuable, and focused on the subject matter is the best way to improve the ranking of your pages. If writing high-quality copy seems overwhelming, gradually filling your pages with content or hiring a professional copywriter may work for you.