The header is given more weight than the footer and typically the body text is given more value than both (since that is where the page has the ability to distinguish itself from borrowed elements, i.e. navigation, etc.). . If your site has thousands or even millions of pages, hand-crafting description meta tags probably isn't feasible. In this case, you could automatically generate description meta tags based on each page's content. When you architect a website and you place SEO at the forefront of a web project, you’re doing two things simultaneously. You’re making sure your website will be usable by search engines and your actual website visitors. Web users are busy and they expect to find the answers to their wants, needs and questions immediately. If your site is confusing and hard to navigate, people will leave and never come back.

If your website is listed for the right keywords then you will get many new customers

Quality content, in other words lots of original, error-free text organized well on a modern-looking website, is what matters most in terms of SEO that you can control. If the links that point to your website contain the keyword and the city in the anchor text, it is more likely that your website will get high rankings. Go after more long tail and less competitive search terms if your website is too small to compete with the websites in the search results. The biggest factor in the SEO revolution is the rise of content. Instead of stung blog posts with the right formatting and wording to make it to the top of search results, users are looking for quality content (not basic or timely information) more than ever. So is Google.

Brushing up the basics

Search engines decide rankings on what is called the results page. You will sometimes see me use the term SERP, which is the acronym for Search Engine Results Page. In a Google search, the search engine makes its decisions based on signals from websites and the person searching. The Google algorithm incorporates hundreds, if not thousands, of signals when determining where pages rank for a search. Knowing which factors carry the most weight and optimizing accordingly can be the difference between success and failure. Beware, excessive linking, either internal or external can lead to the exact opposite results. Make sure that every link serves its own purpose in your content. If your keyword appears a few times in your content, that sends a relevancy signal to Google, but avoid stuffing your content with keywords and only mention them 3-5 times.

Develop the skillset to take care of the organic SEO needs of all business types

One key impact the mobile-first index and the rise of voice search could have on search engine optimisation is the transition from precise match phrases to a broader match SEO, where search engines interpret natural language more easily. Not particularly pioneering, but 10 years ago, it was a tried and tested tactic. To contextualise, marketers should be aware of using keywords just for the sake of it. If you’re producing a valuable piece of content – which you all really should – then by virtue the keywords associated with the article’s topic should already be well covered. Google changed the color of paid search ads to blend in with organic results, thus increasing CTR and revenue. Gaz Hall, from SEO Hull, had the following to say: "The search engines are always trying to improve the quality of their results and because of this, the ranking signals are adjusted daily. In most cases these are very minor tweaks, but they are changes nonetheless."

Remove things that keep search engines away

Copywriters with search-engine optimization (SEO) expertise can craft reader-friendly content that still follows a formula proven to increase website traffic. Evaluating keywords for relative opportunities is still very tough. To ensure that your website or web pages are discovered by users conducting searches in Google, you must implement the right tactics that appeal to the needs of users and search engines alike. Google has several bots: Googlebot (desktop), Googlebot (mobile), Googlebot Video, Googlebot Images, Googlebot News. For most websites, the Googlebots for desktop and mobile are the most important bots.