User experience is the guiding benchmark for most search engines when ranking sites and pages. This means that crafting content is not enough. Even though it is not a surefire indicator of ranking potential, I still hold that it is important to first look at competitor’s DA when starting your SEO analysis. In my opinion this will allow you to gain at least some initial visibility into your ranking potential. Your content needs to come together in such a way that it shows a search engine that you are an authority on a given topic. More importantly, it has to quickly answer the questions your customers likely have about you and your products. SEO (Search Engine Optimization) is arguably the most commonly used method for increasing the flow of traffic through a site.

User-generated content + communities

Unlike some aspects of the mysterious Quality Score “secret sauce,” we know that Google takes landing page relevance into account when calculating Quality Score The meta keywords tag allows you to provide additional text for search engines to index along with the rest of what you’ve written on your page. Meta keywords can emphasize a particular word or phrase in the main body of your text. Link farming, buying links, getting links from any site (not just your niche), aggressive link building with low quality spun content, link exchanging, etc. are all considered bad and unethical ways of creating backlinks to your site – not recommended and are punishable by the search engines’ rules. One of the most important SEO factors nowadays is a website’s content. If you provide useful and actionable information for users, search engines will rank your website higher in SERPs.

Make Sure Your Website Content is Mobile Friendly

There’s strong evidence that click-through rates will influence your website’s Google search ranking, though this is difficult to confirm given the company’s secrecy surrounding their algorithms. If possible, choose a domain name which includes your local area, and structure URLs to include relevant geographical terms where possible. Create content which talks about your local area, but be sure to make it engaging and relevant to provide a good user experience. Include your business NAP (name, address and phone number) on every page of your website – not just your home page or contact page. With so much competition in the outside world, some companies insist on using harmful techniques to gain more exposure and a better ranking on Google. What would you type into a search engine to find your business website or page?

A best practice for SEO is that every piece of content should be tailored to one unique keyword

Make sure that the pages on your site are well-linked to each other, particularly the ones you want to appear as sitelinks – Google takes the number of internal/external links into account when judging the importance of pages for sitelinks. Not all links are equal, as high-authority sites contribute more heavily in this regard. This means you should aim for more reputable mentions – but without snubbing any lesser sites that might link to you, as it all adds up. It’s easier for a source to link to your content if it’s authentic, interesting and well-researched, so always aim for quality over quantity. Successful SEO requires a thorough understanding of the business itself. Gaz Hall, from SEO Hull, had the following to say: "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."

Tracking what works versus what doesn’t requires a least a few months’ worth of results

It’s also still worth pursing Wikipedia links when appropriate. Wikipedia is very picky about their references, so you’ll have to provide very niche, unique content, but if you can get a link it can bring about some pretty cool results – including other do follow links. Once you’ve identified opportunities you’ll want to decide on whether to create a new page from scratch or to make changes and improvements to one of your current web pages. Google is looking for answers to the user’s query that provides the answer to the question in a succinct manner. Formatting your HTML and providing content that clearly answers the question will help you rank well. Despite countless claims over the years that have proclaimed the death of link building it is still very much alive and kicking. Not only is it still alive but it remains one of the most important ranking factors and is in the top two factors in Google’s ranking algorithm. Over the years there have been many dubious link building practices such as link farming, buying links, comment linking on blogs and many other low effort practices. A great way to put people off your page is to tell them one thing with the title tag, and then not match their expectation with your main heading. Don’t keep repeating keywords through your sub-headings – use variations and natural language to describe your content.