Three reality checks before you start
Before we dive into the technology, let's be honest about what is realistic. If you prefer to outsource the work completely, then Outsource SEO is also an option.
- Ultra-competitive terms are often not feasible. Terms that have been dominated by big players for years usually cost more than they generate for an SME.
- Ranking is one thing, staying ranked is another. A top position is a target; retention requires renewing content and continuing to build authority.
- You don't have to be number 1 for everything. There are thousands of possible keywords; successful discoverability is about prioritizing, not about winning everything.
The core
The hardest thing about SEO isn't the execution, it's the prioritization. Which keywords are feasible and really generate customers? Making the right choice there separates wasted months from a process that pays off.
Step 1: Choose your keywords and read the SERP
Start with the question: what search terms does my ideal customer type in to find me? This varies per business type. A thorough keyword research is the absolute basis. If you work for a local company, then local SEO is just as important.
Then Google each core keyword and study the results page. In 2026, it will look very different than before: top ads, AI Overviews, Reddit discussions, listicles, brand homepages, videos and People Also Ask. The crucial question is always: what is the search intent, or better yet, what does Google think people are looking for? Your content should reflect this as closely as possible.
| Search intent | Example |
|---|---|
| Informational | how does seo work |
| Navigational | jakency |
| Commercial | best seo agency |
| Transactional | Request an SEO quote |
Sometimes the intent is mixed. Then there are two approaches: follow the majority (if there are mainly homepages, then target with your homepage), or use the strategic backdoor and publish a strong roundup that even mentions competitors. The latter often works better than you think if you do not yet have the authority of the big players.
Step 2: Build the best page possible
You have your keyword and you understand the intent. Now you build a page that not only matches, but exceeds the competition. Here E-E-A-T counts: experience, expertise, authoritativeness and trust. Show real experience and a recognizable author, and complete the search query completely with strong SEO copywriting and a well-thought-out content strategy. This is the core of on-page SEO SEO.
From practice
A page that half answers the search question will lose out to a guide that covers the entire question plus the follow-up questions. More words are not a goal; completeness. On every page we compare what the top ten already offers, and ensure that our page exceeds rather than equals it.
Step 3: build topical authority and authority
A strong page alone is rarely enough. Build topical authority by fully covering the theme with coherent content, interconnected via a well-thought-out internal link structure. Reinforce that with outside authority via link building: a few relevant, authoritative links outweigh hundreds of weak ones. This way you give Google the signals that you are the reliable source.
That's the whole process: choose, build, build authority, and repeat. If you want the quick wins first, read how to score higher in Google, or start with the basics of what is SEO.