You want to improve keywords ranking on Google, need to follows mostly Google Webmaster guidelines to work on any website. The keyword is an important part of any website to rank and Schroll on SERP. You follow some work process to improve ranking as-
- Proper Analysis of Competitors
- Perfect On-Page Optimise
- Always Posts Unique Content
- Build Links With High Quality
- Connect on Social Media
- Include Blog on Website
- Most Active on Social Media
- Blog & Forum Posting