https://moz.com/beginners-guide-to-seo/how-search-engines-operate
Google recommends the following to get better rankings in their search engine:
- Make pages primarily for users, not for search engines. Don’t deceive your users or present different content to search engines than you display to users, a practice commonly referred to as “cloaking.”
- Make a site with a clear hierarchy and text links. Every page should be reachable from at least one static text link.
- Create a useful, information-rich site, and write pages that clearly and accurately describe your content. Make sure that your <title> elements and ALT attributes are descriptive and accurate.
- Use keywords to create descriptive, human-friendly URLs. Provide one version of a URL to reach a document, using 301 redirects or the rel=”canonical” attribute to address duplicate content.