Here is a summary of what you can do, as a content editor or website owner, to improve your ranking on Google. For any business or organization, appearing within the first 10 search results is very important, even essential. Here are a few writing techniques to help you get there.
Create unique and relevant page and article titles
The title of your pages and articles tells users and search engines the theme of the text. Your page title appears on the first line of Google’s search results. 
Begin your article with a short introductory paragraph
For WordPress, SPIP and Google as much as for your readers, it is important to always begin an article with one or two introductory sentences. These opening lines should contain the main keywords, integrated into a well-structured sentence, that define the content of your article. This will help users decide whether or not they want to keep reading.
Use the meta “description” tag
The meta “description” tag is a snippet of code that tells search engines the description of the page content. The number of characters read by Google is 156 characters, so be precise.
WordPress
For WordPress sites, themes sometimes use the beginning of a page or article’s text to fill the meta “description” tag, but quite often they do not. To remedy this, there are several SEO tools available. They let you choose for yourself the title seen by search engines and the description of your article. 
SPIP
For SPIP sites, the “Descriptif” field, found for both sections and articles, lets you directly write the summary of your text. Through programming, you can choose whether or not to display the description in the public area. If the “Descriptif” field is not available on your site, SPIP by default takes the first characters of your text to populate the meta “description” tag. 
Offer quality content and share it as widely as possible
To increase traffic to your website and turn new visitors into regular ones, you must produce content or offer quality services. To build buzz around your content or services, do not hesitate to use social media, newsletters, specialized forums, or to ask your partners to share your content. The buzz generated greatly influences your website’s reputation with Google and thereby boosts your pages in search results.
Think about the words that a user might search for to find a piece of your content. Users who know a lot about the topic might use different keywords in their search queries than someone who is new to the topic. For example, a long-time football fan might search for [nfc], an acronym for the National Football Conference, while a new fan might use a more general query like [football playoffs]. Anticipating these differences in search behavior and accounting for them while writing your content (using a good mix of keyword phrases) could produce positive results. — Google
Improve the quality of your link text (hyperlinks)
When you add links within your text, make sure to use descriptive text. Links such as “click here” or “page” should be banned. Instead, use the title of the page or your document, or even a full sentence. Example 1, a link to another page on your site: instead of writing “To see the schedule for the day click here.”, write instead “See the schedule for the day“. Example 2, a PDF document: instead of writing “Schedule“, write instead “Schedule for the XYZ activity – date – (PDF)“.
Optimize your images and documents with meaningful names
Images and documents (PDF, video, audio, etc.) are saved on your website and will therefore be readable by both the user and search engines. An image called IMG_2939.jpg, like a file called binder1.pdf, provides no information about the content. Take the time to rename your files and images before uploading them to your website. Also remember that special characters and spaces are read very poorly by browsers and servers, so they should be banned. Ideally, replace spaces with hyphens or underscores, for example “xyz-activity-schedule-date.pdf” or “myriam_zaa_normandin_designer.jpg”.
WordPress
In WordPress, when you add media to your articles, always fill in the title with relevant content. It will be read by search engines. 
SPIP
After uploading an image or a document, click the “Modifier” link found either below your image/document or to the right. You will then be able to add a title to your image/document, which will be indexed by search engines.
Conclusion
If you have questions or need training on writing for the web, do not hesitate to write to us at info@zaa.cc.
Reference: Google, Google Starter Guide – Search Engine Optimization