How To Rank Higher On Google Search: Expert Tips

Have you noticed a drop in traffic and click-through-rates on your website? You’re not the only one. Many publishers are seeing a dip, and it’s not because people have stopped searching – it’s because the way they search has changed.

Some in the industry have recently claimed that SEO is dead, but that’s far from the truth. SEO isn’t dead, it’s just evolving and getting harder to rank for your keywords.

We recently hosted a webinar with SEO expert Torbjørn Flensted to break down the changes in search and share 10 advanced SEO tactics to level up your SEO game in 2025. In this post, we’re highlighting three of them, but you can check out the full webinar with all 10 tips on how to rank higher on google search here!

And don’t worry, “advanced” doesn’t mean complicated. We’ve broken these tactics down so that anyone, whether you’re an SEO pro or just getting started, can easily follow and apply them.

But first, let’s take a look at how AI and evolving algorithms are transforming the search engine landscape, and as a result, shifting SEO strategies.

How AI is Impacting Search Behavior

Ever since ChatGPT launched in late 2022, search behavior has shifted dramatically. And now, with Google’s AI Overviews in the US and the UK, users can get instant answers at the top of search results, often without ever clicking on a website. While these answers aren’t always accurate, it’s great for convenience since users don’t need to click on any results. The downside? Google’s AI Overviews are making it harder than ever for publishers to get traffic.

A study by WARC found that before AI Overviews, websites could expect about a 4% click-through rate from Google searches. Now, more than half of U.S. searches end without a single click.

This doesn’t mean publishers like you have no chance. The key is to adjust your SEO strategy to fit today’s AI-driven world, focusing on quality over quantity. In this post, we’ll walk you through three advanced SEO tactics to help you stay ahead and drive more traffic.

Three Advanced SEO Tactics

Want to take your SEO strategy to the next level? Here are three advanced SEO tactics to help you improve rankings and visibility:

1. Avoid AI Fluff
2. Match Search Intent with Keyword Optimization
3. Create FAQ Sections

Let’s dive in.

1. Avoid AI Fluff

Ever seen phrases like:

• “In the ever-evolving landscape of”
• “In the realm of”
• “Delve into”
• “To shed light on”

Yeah, and we have too. With more and more AI-generated content popping up online, these overused, robotic phrases keep showing up everywhere. Let’s be honest, no one talks like this!

More importantly, these phrases add zero value to the content, and as a result, won’t help you rank.

Search engines are getting smarter at identifying low-value, repetitive, generic content, meaning if you’re relying solely on AI without a human touch, your SEO will suffer.

Google evaluates content quality using E-E-A-T, which stands for Expertise, Experience, Authority, and Trust. While it’s not a direct ranking factor, Google’s search quality raters use it to refine their ranking systems. Content that demonstrates real expertise, is backed by authoritative sources, and builds trust, including a strong domain authority, will earn higher visibility in search results. If you’d like an in-depth look at E-E-A-T with some tips on how to make sure your content aligns with it, be sure to check out this post.

But here’s the key takeaway: AI alone can’t create content that truly meets E-E-A-T standards. You still need human input to make sure it’s original and credible.

That doesn’t mean you can’t use AI or that Google penalizes AI-generated content. It’s still a powerful tool for streamlining content creation, helping with research, structuring content, and even generating content templates. The trick is to review, refine, and add a human touch to make sure your content aligns with E-E-A-T principles.

Looking for a smarter way to use AI? You can create custom content templates to maintain quality and consistency in everything you publish. Check out the webinar where Torbjørn breaks it all down.

2. Match Search Intent with Keyword Optimization

One of the most effective advanced SEO tactics is aligning your content with search intent through strategic keyword optimization.

Search intent is basically the reason behind a search query. In SEO, understanding why someone is searching for a specific keyword is just as important as the keyword itself. Search engines like Google prioritize results that best match a user’s intent, meaning aligning your content with search intent can significantly boost your rankings and engagement.

In other words, it’s not just about using the right keywords, it’s about conducting a thorough analysis to understand what users are actually looking for when they search and making sure your content fully meets their needs.

This means including primary keywords along with semantic rich keywords, which are related terms and phrases that help search engines understand the depth and context of your content.

You can do this in two ways:

• Manually: Research related keywords by using keyword research tools like Ahrefs or Moz, and analyzing search results, autocomplete suggestions, and Google’s "People Also Ask" section. Then, naturally integrate these keywords into your content where they make sense.
• With an SEO Tool: Editors like Torbjørn Flensted’s SEO.ai, or other keyword optimization tools, can generate keywords and semantic keywords for you based on your main topic. We use SEO.ai and find it really useful. When we enter our main keyword, it gives us a list of related terms to include, saving us research time so we can focus on creating content.

Whether you choose manual research or an SEO tool, keyword placement should always feel natural. If keywords feel forced or disrupt the flow of your content, they could do more harm than good.

Best Practices for Natural Keyword Integration

• Prioritize readability: Keywords should blend seamlessly into your writing, not feel forced. You still want the user to enjoy reading your content!
• Cover different angles: Use a mix of long-tail keywords, synonyms, and related terms to capture various search intents.
• Avoid keyword stuffing: Search engines favor high-quality, user-friendly content over repetitive keyword use.

Strike the right balance between SEO optimization and readability, and you’ll discover how to rank higher on Google search while offering value to your readers.

3. Create FAQ Sections

Remember when we mentioned Google’s AI Overviews? Well, there’s a simple yet effective way to increase your chances of appearing in them: adding an FAQ section. It’s one of the easiest advanced SEO tactics to implement, and it can help boost visibility while improving user experience.

Why FAQs Work

• Increased Visibility: FAQ sections give Google clear, concise answers to common user queries. This increases the likelihood of your content appearing as a featured snippet or in AI Overviews, boosting your content’s visibility without users needing to click on your page.
• Better User Experience: Visitors often search for quick answers, and a well-organized FAQ section makes it easier for them to find exactly what they need. A user-friendly experience means they’re more likely to stay on your site and engage with your content.

How to Create Effective FAQ Sections

• Use Natural Language and Questions: Google’s AI Overviews prefer when content matches how people naturally phrase questions. Instead of using just keywords, frame your questions in a conversational tone. Think about how your audience would phrase a question if they were asking a friend. For example:
  • What are the best hiking trails in Austria?
  • Why is sleep important?
  • How do I improve my website’s SEO in 2025?
• Use Data: You can create highly relevant FAQ questions by reviewing your Google Search Console data or using AI (with human input!). For instance, look at the queries people are using to find your content or analyze search trends to uncover popular questions related to your topic. AI content generators can help you structure these questions and answers based on the most frequently searched topics.
• Optimize with Schema Markup: Don’t forget to add a FAQ schema markup on your page. It’s structured data that tells Google if a page has an FAQ section. It can increase the chances of your content being featured in rich snippets or AI-generated answers.

Creating a FAQ section for your long-form content is an easy win for SEO as it allows search engines to crawl your content more efficiently, improving your chances of visibility, traffic, and conversions. Not only does it help you align with search intent, but it also provides a solid structure for your content, making it more appealing to both search engines and users on your site.

Want More Advanced SEO Tactics?

If you’ve found this post helpful and want to learn more advanced tactics, you won’t want to miss a replay of our webinar, SEO in the Age of AI. In it, SEO expert Torbjørn Flensted explains the latest changes in search behavior in more depth and shares even more SEO tips to help you succeed in 2025.

As you improve your SEO strategy, don’t forget to fine-tune your monetization strategy too! If you’re a publisher looking to boost your ad revenue or are just curious about what we can do for you, feel free to reach out! One of our AdOps experts will be happy to help you.

F.A.Q

What is an SEO Strategy?

An SEO strategy is a structured plan to improve your website’s visibility on search engines like Google. It involves optimizing your content, site structure, and technical elements to attract more organic traffic. Key components of an SEO strategy include keyword research, on-page optimization, backlinks, and technical improvements. A strong SEO strategy helps your content rank higher, reach the right audience, and stay competitive.

What is Google E-E-A-T?

E-E-A-T stands for Expertise, Experience, Authority, and Trust. It’s a guideline Google uses to assess content quality. This means Google favors content that is created by experts, based on real experience, comes from a reliable source, and is trustworthy for users. By aligning your content to these factors, you can improve your content’s quality and chances of ranking higher in search results.

What is Search Intent?

Search intent, also known as user intent, is the goal or purpose behind a user's query when they perform a search on the internet. It reflects what the user is trying to achieve, whether it’s finding information, making a purchase, or seeking a solution to a problem. Understanding search intent helps publishers create content that aligns with users' needs, improving the chances of ranking higher in search engine results and offering a better user experience.