How to Improve Website Visibility in Google in 2022

Published in SEO2022-02-128 min read
Google Search on Smartphone

Recommendations for improving the visibility of the site in the Google search engine are constantly being improved: we offer simple and affordable measures for SEO-optimization

For today's online business, a website's visibility on Google actually means the difference between success and vegetating. The top ten in search engines is a cherished place where every entrepreneur aspires to be, no matter what he does.

To improve the visibility of the site in 2022, we suggest focusing on proper optimization taking into account the latest trends and fundamental RULES OF SEO. Below you will find a few points that are worth paying priority attention to.

All optimization activities are divided into on-page SEO (on-site actions) and off-page SEO (off-site activities such as link building). In the first case, the results are noticeable much faster, so in our article we will discuss the main elements, the change of which can bring the most tangible results to the business.

Meta title tag: the correct page title

Titles are one of the most important factors affecting a page's visibility. Page titles should not exceed 60 characters (approximately 600 pixels) in the font used in Google's SERPs. A slight excess of this limit will not affect the positioning results - only the quality of the presentation of the page will suffer due to truncation of the title and replacing it with three dots.

Most CMS allow you to edit this tag yourself in standard functions. Some systems open this possibility after installing the appropriate plug-ins. For example, if the site is based on WordPress, Yoast SEO is the most suitable plugin for managing titles.

What to consider when optimizing meta title

Keyword. A title has a huge impact on positioning, so it needs to be thought through carefully when placing the most important keywords for a particular URL. Ideally, keywords should be included in the title unchanged.

Word order. To promote a website, it is important that the keywords are in the right order. For example, for the phrase: "Summer sports shoes", the heading "Summer sports shoes" will be much more profitable than "Sports shoes for the summer".

Separation of important phrases. As with keyword order, you shouldn't separate the most important phrases with different words. Using the previous example, the headline "Summer Sports Shoes" would be more profitable than "Summer German Sports Shoes".

Uniqueness. The last thing to keep in mind when optimizing a meta title is its uniqueness. If you use the same or very similar title on another page, this can lead to problems determining the relevance of the results for the selected query. The Google search engine checks for duplicate content on the site!

Meta Description: Parameter (not) relevant to Google

Page descriptions do not have much influence on the position of the pages, but they partly determine whether the user clicks the link. Meta description should, first of all, stand out from others and encourage the user to go to the site. To do this, it is advisable for you to analyze the meta descriptions of competitors in the SERPs and try to generate content that will be more interesting.

The meta description is used by the search engine as a summary of the most important information about a given page. Description optimization doesn't matter when it comes to website visibility, but it will have a huge impact on the number of clicks.

What do I need to know when creating a meta description?

Length. The ideal length of the description should be 160 characters. Exceeding this limit will not have a negative impact on site optimization, and long text will simply be truncated in search results.

Briefly about the main thing. The meta description should contain key information about the page, such as price, stock information, etc. The purpose of this information is to increase CTR. You can also moderately use emoticons that correspond to the context, additionally attracting the attention of visitors.

The presence of a keyword. If the key is present in the description, but will be displayed in bold in the search results. This increases the likelihood that the user will go to this particular web page.

Headings: Key Differences for Google

Header, or header (h1, h2, h3...) are elements that describe the contents of each subpage. There are 6 classes of headers to choose from, but use them as needed. Google places the most importance on h1 and h2 titles, so when creating a structure, you should include keywords in these two.

Each subpage should have a unique h1 heading containing the most important keywords assigned to that address. The h2 header should be an extended form of h1, including keywords. The bottom headings are subheadings.

In practice, copywriters rarely need all the headings, so you should not use them forcibly. The most important thing to keep in mind is that the h1, h2, and h3 headings are arranged in the correct order (h3 should be related to h2, offering more extensive information related to h1). Thanks to this, the search engine can accurately interpret the content contained in the structure of the page.

What to look for when optimizing titles?

Availability of keywords. Headings should be written primarily for the user. However, we must not forget about the placement of the most important keywords in the titles.

It is better to do this very carefully, so that the title does not turn into a list of keys, devoid of meaning and interest for users. Therefore, it is necessary to find a compromise between naturalness and what will positively affect the visibility of the site.

Internal links: the basis for proper indexing of the site

Internal links are very important from an SEO perspective – almost as much as getting links from reputable external sources. The main function of internal links on a page is to improve navigation for users navigating the site.

With the help of internal links, we can direct the reader to places on the website where they can learn even more about the topic of interest to them. Thanks to this, we can easily influence the quality of behavioral data. Through quality link management, we also extend the user's interaction time with the website.

Main menu. When creating the main menu, it will be more profitable to use a text menu than a graphic (banner) menu. Don't forget to use the keys with the highest priority.

Sidebar. Additional space on the site, where it is desirable to include internal linking. This is an easy and quick way to improve the structure of internal links and simplify navigation for users.

Page descriptions. The content on each page is one of the most important places for internal links – both in category descriptions and blog articles. Internal links in the content should be visible. You can highlight them in a different color, further highlighting so that the user does not have problems with recognition and switching to another subpage for more information / suggestion.

Footer. This is the place where users are looking for more information about the site. It is worth placing here internal links leading to the most important and useful information pages of your site.

Content in accordance with the principle: Content is King

The content on your website is the main element that is worth working on. Descriptions of services, as well as the main text on the home page, need to be polished to perfection, adjusting the optimization for the selected keywords.

Naturally, you don't have to repeat keywords many times. First of all, the content should be user-friendly, and only secondarily optimized for effective website promotion in search engines.

Currently, the uniqueness of the content is not enough. Smart search engines evaluate hundreds of additional factors such as credibility, relevance, structure, usability, and user reaction (time per page).

What to look for when creating and optimizing content?

Unmodified keywords. It is recommended that the main keyword be included in the content at least once in an unchanged form. For example, "improve the visibility of the site in Google" instead of "visibility in Google as to increase". Do not overdo it, as this can lead to counterproductive results.

Use keywords in modified forms. When using keywords in subsequent repetitions, it is recommended to change them by case or in plural / singular depending on the original version. It is enough to adhere to the rule of writing for the user, and not for the search algorithm.

Use synonyms. In addition to cases, Google allows the possibility of using synonyms, which it also assigns to the main phrases on the site. As a result, the content sounds natural, contains no repeating words, and is pleasing to people.

A moderate number of keywords. When saturating content with keywords, remember to keep it natural. Too many keywords in a short piece of text can adversely affect the naturalness and perception of content by the user. Search engines do not welcome this either.

Correlation-based optimization. When creating descriptions, it is worth analyzing the descriptions of competitors in organic results. Pay attention to parameters such as the length of the text, the number of paragraphs and the structure of the headings, multimedia content, the number of internal links, and the like.


The points listed above will help improve the visibility of the site in 2022, taking into account modern requirements, the most important from the point of view of SEO. However, according to official information from Google, there are more than 150 such factors.

These are the simplest steps in website optimization that are worth starting with and that do not require special skills. Of course, they cannot guarantee getting into the TOP-3 for the most competitive phrases, but they will definitely improve the attendance of your site.