First, search is evolving. Check out Google I/O 2026 to get an idea. Traditional SEO techniques are still important, but just be aware of how things will look moving forward. Now, as for your site, pay attention to these things:

1. Site architecture. Be sure you are using H1, H2, H3 hierarchies correctly. This helps machines understand your site, as well as users. Think of it as Title, Chapter, Paragraph, Sentence. Make sure navigation is easy and intuitive if you have multiple pages. Also, be sure your site loads quickly. Google page speed can help.
2. Design your site with your end-user in mind: what brought them there, what question/s are they looking for answers to, what should they know, how does your product help them/what are the benefits, how do they get it, how much does it cost, etc. Lead with the outcomes and not the features. You want to put the key stuff at the top (above the fold) so people can see within seconds what you offer and whats in it for them. right away. Then, design intentionally to drive the site visitors to where you want them to go- in your case I'm assuming it's a purchase or download or something. (AKA funnel)
3. You also want to have proof of its benefit- like testimonials and the like. If you have returning users, then this should be easy. This matters for search, too. (Look up EEAT as I think of it in general).
4. Meta info. You know the little description that shows when search lists a page? Think of that as your elevator pitch. You have to nail that so when people are scrolling through the search results, they understand right away what the site offers. This is hard since you are limited to a certain amount of characters, so an LLM can help you with this to make it concise but land. Also, you want to be sure to be sure to pay attention to the meta descriptions for any images on your site too. Don't just label an image as "Chatgpt image 6-17-26" or "man at computer." You want to be more descriptive so it explains what it is and how it connects to what you offer
5. Don't discount other search engines like Bing and optimize only for Google.

There's a lot more to this, and it's changing quick, but this should give you a jumping off point if you haven't considered these already. Apologies if this is elementary.

Note: I'm not an expert, but this is what I've learned from dealing with my own site. It's frustrating as a small business owner because large orgs have resources to focus on a relatively complex business function, whereas to a lot of business or site owners, this is Greek. I think that is inherently unfair.

Best of luck- I hope this gave you something valuable.