Building a strong online presence isn’t easy

Google uses what’s called Latent Semantic Indexing (LSI) when crawling a website, scanning your copy not just for the keyword but for keywords that are commonly related to it. Build links as if Google didn’t even exist – links that will bring you customers in addition to rankings. You should see improvements in website traffic, a key indicator of progress for your keywords. Always ensure that your keyword or phrase appears in the first 100 words of your page, if not the first sentence. This is more important than keyword frequency. Google stated that there are three top factors that go into their search ranking algorithm: RankBrain, their artificial intelligence system, content and links. They also then clarified that the top two factors were content and links

Companies should think of their online presence as another retail location

Rest assured that real SEO has nothing to do with keyword stuffing, keyword density, hacks, tricks or cunning techniques. If you hear any of these terms from your SEO advisor, run away from them as quickly as you can. Headings are a big deal for SEO. They tell Google exactly what’s on each page. If you don’t use them correctly, your page isn’t going to rank well. There’s no need to spend more time on the optimisation if your content is not appealing enough for your audience. SEO-friendly content writing is not just about pandering to your audience with content that is splattered with keywords. You should note that an inadvertent leak of sections of the Google algorithm onto the web revealed that Google tracks a variable called timedout-queries_total, suggesting that the number of timeouts is itself also a factor in ranking.

Average monthly search volume

According to Google, no-follow provides a way for webmasters to tell search engines Don't follow links on this page or Don't follow this specific link. This helps websites prevent untrusted content or paid links. When building your content, it’s important to remember to give the crawlers enough to bite into. A hundred words typically isn’t enough copy for these crawlers to read and understand what the content is about. And this content shouldn’t be stuffed with keywords either, as some search engines (as you’ll learn in later sections) punish websites for keyword stuffing. Google Panda and Penguin stopped keyword stuffing in its tracks making it not just not ideal but counter productive. So, how does Google determine site quality? No doubt over recent months, you would have noticed in SERP's (search engine results pages) that many spammers have been exploiting this with 50+ character hyphenated domain names, followed by file paths a mile long. Take a look at your top ranking and most shared content. Is there overlap? If you’ve found a type of content that is simultaneously strong in search and frequently shared, it’s worth optimizing that content even further.

Earning links

According to SEO Consultant, Gaz Hall: "While many old-school SEOs believe that link building techniques are now largely ineffective (or at least less effective than they once were), links are still critical to getting high rankings." Optimization is important, but without metrics, you’ll never really know whether your efforts are paying off. But if you track and measure from the beginning, you can continually improve. Businesses that stick to the old SEO trick of “stuff a post with keywords and use metadata” will get left behind. SEO isn’t about tricking Google or working with spiders – it’s about creating content that wants to get read by your customers. Originally devised as a way to combat comment spam, when a nofollow attribute is added to a link it tells search engines that your link to it isn't necessarily a vote of confidence. The key is creating content ready to serve customers across various devices and platforms. Brands need to meet customers where they are in order to provide them information; but without data, this is impossible. Data can let brands know what their customers search for and what they want to see when they make these queries.

Why is citation consistency so important?

All too often, when we’re brought in for SEO work on a redesign, it’s often late in the process, such as when the site is being coded or even totally complete. “Hey, we should probably have the SEO guy take a look at this before we launch,” but by then, it’s too late. Don’t let ego fuel your obsession with keyword rankings. And remember that your personal search experience is not necessarily what your prospective customers see. Google very quickly recognizes if a backlink matches the target page subject. Therefore, backlink content should always relate to the landing page. Write locally oriented content: It’s one of the best things you can do to improve local rankings. Don’t stuff your footer with all kind of irrelevant links. Keep it focused, make sure these links are helping your visitor. Google will find all relevant pages if you focus on a good site structure anyway.

Don't bury information in your page content

If you make sure people want to visit your site, have great calls-to-action and prepare for mobile, you’re already on your way to a well-optimized website, the holistic way! You hear a lot of hot air about content, why it’s important, why brands need to be producing it etc, but not a lot of context about measuring impact. Search engine optimization, or SEO, is a specialized form of content writing that can be extremely effective in boosting the amount of traffic that comes to your website via search engines, like Google and Bing. It’s not enough these days to create a website then sit back and wait for your customers to find it. As 80% of UK customers use Google to search on the internet, it’s vital that your site is optimised to meet Google’s search engine criteria. This is known as Search Engine Optimisation or SEO. A more technical topic, most sites can review and optimise their URLs, especially when creating new pages. Making URLs short, readable and keyword-subject-rich is a simple way to make the most of them.