Make quality content, avoid duplicate content and use your conical tags, I heard it a thousand times and finally I understand what this shit means,. Hopefully I can help someone else understand the complete obvious. I'm going to assume you have Wordpress, use Yoast and are going for national terms. That is what I use and I am feeling lazy so making this universal would be a pain in the ass. So quality content is simple all you need to do is meet these criteria you can meet all or part of them but at least get a good chunk. Articles 500+ words of content inner 800+ homepage 1+ image videos are good Keyword density has reasonable use of the keyword(s) between 1-4% depending on the article External links to websites with trust transfers part of that trust to your article (I put the external links as references at the end of the article or in line if relevant to the reader) No duplicate content Titles & Metas Title contains the keyword Keyword not the last thing in the title Title is Unique to the page Remove the classic - site name from the title Make the title clickable as click through rate effects rankings Description does not effect rankings but if you do a description that is a good advert it will raise click through and by extension improve ranking If you use a description meta include keyword(s) Google quality metrics More content on a site improves authority of the website Duplicate content decreases the trust of your website Pages with less than 400 words decrease the value of your website (except contact, about etc.) Articles typically fit into three queries: Information, Local Searches, and Shopping. Don't try to rank a local search for a national term. Tag and Category pages create duplicate content so noindex and follow those pages. Noindex and follow pages with less than 400 words like media pages and short articles you don't intend to rank. If you have more than one page with the same content choose which page you want to rank and do a conical to that page from any page with the same content on it. Load speed should be under 2 seconds if it isn't go find a guide on load speed optimization cause its a post in itself Once you have all that junk sorted give your site a month to update in the SERPs then give it a search using the operator site:yoururl.com this gives you your site roughly in googles eyes just go to the last page and work your way forward a bit from there and take note of any bad content you find. Once you take care of that stuff you should have a clean optimized site with "quality content". I've already had a couple sites move from 11-15 to the top 5 just with doing these basic free changes.