Hope everyone is doing well in these times.
Regarding how to improve Google search results. I am doing freelance work now, and I have a client interested in improving their search results in Google for very competitive keywords in SEO, and very expensive in PPC. I have optimized their site and GMB profile with the basics for on-site SEO, this have helped, but they want more of these search results.
What can be done (on-site & off-site) moving forward to rank higher in Google organic searches?
Thank you for your answers.