There are a few things that should be the top priority in regard to websites. These things are content and links. Content and links are two of the most highly rated items by Google, and they act as so much more than that.
The content that is written and on the site is crucial because this content is what will help you rank. By enriching your content with specific keywords, and using some long-tail keywords, you will be able to get a little bit of a boost in rankings for those specific keywords.
In regard to links, backlinks are truly crucial. What they do is help you to be found online. If another website is linked to you, the crawlers will be able to find your site much easier. One of the things you can also do to increase this crawl rate is to submit it to Google, in the Fetch as Google tool in Webmaster tools.
Let’s take a look at some of the other smaller things you should be aware of:
Broken Links: On sites, there is always a chance that a link could slightly break. This means that you should be constantly double checking for broken links. By finding a broken link and fixing it, you can avoid 404 errors and a poor user experience.
Meta Descriptions: These descriptions, while not seemingly the most important thing, can actually help you to rank higher for specific keywords. They provide additional support for the keywords you are trying to target.
Responsive Design: Responsive design is always a good idea. Being mobile-friendly is a ranking factor and can really make a difference in your rankings.
Page Speed: Speed will become a ranking factor quite soon and should be taken very seriously. It can help immensely with user experience as well.