Internal linking. This means connecting the pages of a website using links. It is necessary to distribute the page weight throughout the site, as well as improve navigation. The most optimal solution would be all web pages receiving links from other pages. And the priority pages receiving even more links in order to have more weight. Both navigation and content may include internal links. For navigation, it's best that a user can access every page of your website in no more than three clicks from the main page. For large projects, with tens or hundreds of thousands of pages – four clicks.
Set up robots.txt. The robots.txt file shows search bots which elements of the website have or don't have to be indexed. For example, you can deny access to search robots to index duplicate content. But it often happens that search engines are prohibited from indexing important elements of the site, such as scripts, styles, images. Because of this, Google Bot "sees" your site differently, and you may not rank as high. You can check your robots.txt file using the tool by Google, provided that your site is connected to the Google Search Console.
Design a mobile-friendly site. Google algorithm ranks sites primarily by how well they are optimized mobile devices. Make sure that the user does not need to do horizontal scrolling. Check if your website is mobile-friendly here.
Use structured data markup to help search engines understand what content does your website contain. Besides, this will make your site’s snippets more attractive in search results.
Pay attention to the XML Sitemap. It's an XML file designed to show Google all the priority pages on your website that users need to see. But we recommend that you set up the sitemap.xml generation inside the cms/website's framework so that it updates automatically and you can manually add/exclude web pages.
Structure your URLs. Clear and simple URLs are received better by the search engines. Also, users are more likely to open a clear URL than a set of special characters, letters, and numbers.
Optimize your images. Large images significantly increase the load time of your website. They should be compressed and converted to modern formats. Optimum size is 100 KB or less.
A couple of online image compression services – shortpixel.com and tinypng.com
Optimize your headers. Your title tags (H1-H6) should be clear, relevant to the page, and contain the keywords you want to rank for and attract customers. This will help search engines better "understand" the content of your page.
Optimize the navigation menu. It should be clear and easy to use.