Optimize your website for search engine success
Search engines like Google are all about user intent now. The algorithm looks at what the user searched for, which titles they clicked on from the search results, and if they doubled back quickly.
Search Intent: Correlating what the user searched for and a page on your website that looks like it delivers that content is what the Google algorithm is continually trying to improve and get better yet. For example, if you a user is searching for some quick kale recipes and you page is listed in the results – when the user clicks through and comes to you page and see that it takes 1.5 hours to cook your recipe, they would double back and click on another result. This is explained extremely well in an article by Backlinko.
Page Title: Weather a user clicks on your page title one the results and how often is quite important so your page titles have to be optimized well. It does not mean you have to stuff them keywords and write nonsense titles just for the algorithms. You need to write titles that correlate to the search intent and the kind of people you want visiting your page. Here is a good article on how to write the best title tags that you may find useful.
On Page Optimization: This is quite important both from the users perspective and from Googles. When a user comes to your page, they should feel that the information is going to be useful to them. This includes the trust that gets created when users a professional and nicely formatted website design, the images used and the content itself.
If your page has bad 1990s design, is cluttered with too many adverts and junk and looks spammy, then users will leave quickly which will push your page down the search results into oblivion.
It is amazing how many small business owners do not invest enough into creating a decent website but spend a ton of money on driving traffic their website which ends up leaving with out converting.
On page optimization means, besides good and valued added content, using title tags, header tags, keyword meta tags, and of course keywords. These will tell the search engines know what your page is about and direct traffic searching for the same terms to your website. Here is a good article on how to optimize your website.