We're adding this to the Advanced category because it's easy to say, hard to do. While getting caught up in marketing, you might forget to put as much effort in optimizing your website. You need to use Hotjar to see what your users are doing, you need to read about conversion rate optimization and actually apply the learned skills, and you will need to keep improving the code of your website.
What does "improving the code" mean? Google and other search engines will rank you better if they see your website as having proper:
- Performance - how fast is your website? how long since the URL is typed until the user can actually use your website?
- Accessibility - how do users who are experiencing some kind of impairment or disability experience your website?
- Best Practices - how well is your website built? (this looks at everything from HTTPS usage to correct image aspect ratios)
- SEO - how discoverable is the important content of your website?
You will need to assess the above four dimensions with tools like web.dev, tools.pingdom.com (always use the same location!), and gtmetrix.com
The former website is the most important, since it's operated by Google itself. Here's for example how they're ranking us on the four dimensions:
The sad reality is that if you're using some kind of CMS (like WordPress, Joomla, Drupal), you should form the habit of re-checking rankings after each theme update. This translates to around once per month on average. A lot of things change when themes, plugins or the CMS's themselves get updated. Some of those changes are negative, and you will have some fixing to do in order to keep up your high rankings. Good luck in staying consistent!