A website that ranks is planned before it is designed. Here are the main steps.
1. Define what people should search for
Start from the words your customers would use and assign one page to each search intent.
2. Organize the structure
Clear URLs, unique titles and internal links between related pages.
3. Take care of speed
A fast site improves the experience and also the ranking.
4. Measure and improve
With Search Console and Analytics you will know which pages work and which need reinforcing.