There are some basic rules to increase your Google rankings

1. Offer the absolute best content on specific keywords that you are targeting. 

2. Get links from highly trusted sources, especially if they are related to your niche.

3. Have text and image rich pages. Google wants to read words that it has never read before, and it wants to see amazing images related to a specific topic.

4. Dominate your niche. If your page or site is about "cupcakes", google wants to send traffic to the absolute, most trusted "cupcake" websites. Dominating your niche is not an easy task to achieve. But if you can do that then you are sure to rank for keywords in your niche.

5. Have strong user engagement on your page. When google sends users to your page, if Google finds that the user's metrics of time on page, clicks, shares are high, and bounce rate is low, Google is going to realize that users really love your page. And it is going to send you more traffic. Figure out how to make pages that organic search traffic visitors will absolutely love.

6. Have an incredibly high click through rate in the SERPs. When a user searches for "Vanilla Cupcakes" and clicks on your page about vanilla ice cream cupcakes but does not click on someone else's page of vanilla frosting cupcakes, Google realizes that users want "Vanilla Icecream Cupcakes" more often when they are searching for "Vanilla Cupcakes" and Google will start ranking your page higher than the page about "Vanilla Frosting Cupcakes" in the search results. In other words, make sure users are clicking on YOUR page when they see it on Google search. This can be done with having a great url such as example.com/vanilla-icecream-cupcakes, as well as having a great title and description. If you are in position #4 for a specific keyword, and users are clicking on your result much more often than usual, Google is going to start ranking you #3, #2 and so forth.