Google and the rest of the search engines rank webpages, not websites

This fact isn’t new: if your website loads slowly, a large portion of visitors will quickly leave. Search Engine Marketing can be defined as a method of promoting or marketing of one’s site to increase its visibility and traffic or, in other words, gain higher rankings on the SERPs (Search Engine Result Page) of any Search Engine. Search engine results are in a constant state of flux as rankings for individual pages and sites go up and down, outdated content fades and new pages are published. That means you'll probably notice a normal ebb and flow in your site rankings, especially if you're lower down in the results. Whether or not a website gets to top ranking positions depends on how unique its content is and how much added value it provides users. Brands are generally most interested in gaining follow links as opposed to no-follow links because they help to increase ranking positions. But there’s a problem that has come from this. For some time now, brands have been incentivising bloggers to add unmarked paid for follow links – which is against Google and ASA guidelines.

Adjust your appearance in search

Appropriate use of headers are not only helpful to the reader in structuring and breaking up content, but they also let Google know what the key information on that page is and what is most important. Many people fixate on "on-page SEO" in their marketing efforts. They make sure their keywords are jammed in the copy and the internal links and silos are set up correctly. For a typical WordPress site this might take an hour or two to knock out the easy stuff. At the end of the day, Google makes decisions based on the number of links pointing to your pages and the circumstances surrounding such links. Some directories cost money in order to be accepted into their listings. Once again, while some of these can pass legitimate value, others pass little and aren't worth your time or money. In many cases, the higher you are on page one the more traffic you will receive. The farther down your content is positioned on the page of results, the fewer people will click on your content listing and visit your website.

Write Benefit-Focused Content

Google’s Keyword Planner is a free tool that can help you with keyword research. The tool is actually designed for the Google AdWords advertising program, and aims to help marketers select suitable keywords for ad placements. But it can also help you with search engine optimization. As a general rule of thumb the more words in the query the easier it is to rank for that phrase. This is certainly not an absolute but has been the case for a majority of the terms I have worked with. *If you know of examples where this theory does not hold up, please share in the comments. Undoubtedly, mobile SEO is distinct from its desktop counterpart in significant – sometimes very subtle – ways. As mobile usage continues to grow, user behaviors and expectations change too. Simply resizing the desktop site for a smaller screen won’t do. There are many reasons why SEO is an important part of your marketing strategy. Getting backlinks are important but if you get a ton of useless backlinks from irrelevant spammy sites or use “link software” then you’re doomed. In short, success in SEO marketing lies in adhering to good practice and avoiding silly mistakes. If you have plans to be in business for more than five years, you need to invest in SEO. You likely won’t see an immediate impact, but it has the potential to be the best return on investment for your business.

Monitor the evolution of your search results

Gaz Hall, a Freelance SEO Consultant, commented: "Organic search is a powerful channel for getting new customers, but SEO isn’t a one-time investment, and it won’t magically fix your marketing challenges." SEO tools are a necessity to any SEO campaign. They can save you time and provide you with valuable insights into your own and your competitor’s websites. Needless to say, learning how to use these tools is extremely important. Google is now extremely advanced and answers around 15 percent of its search queries with the help of artificial intelligence (AI). This AI is called “Rankbrain” and consists of machine learning algorithms. The fact that search engines are getting smarter has very practical consequences for SEO. SEO requires so much content because it wants to grow. Google doesn’t want to see a stagnant, unchanging website. It wants to know you’re building up strong, useful and relevant content so it can deliver the best results for every search. Anyone who is commenting on the blog will leave a backlink, which means, backlinking is a mode to drive traffic. Make sure, you are not commenting a random one, as it will serve you no good. The comments should be relevant and in that context only.

Interview experts within or outside of your company

Backlinks are links from outside domains that point to pages on your domain; essentially linking back from their domain to yours. Not so long ago, SEO and social media marketing were different things. The idea was that SEO attracted visitors and social media marketing kept them coming back. For those seeking to sway public (or private) opinion about a particular topic, SEO can be a powerful tool. By promoting ideas and content within the search results for queries likely to be made by those seeking information about a topic, you can influence the perception of even very large groups. Make sure that every page has one call-to-action, so the goal of the page is clear. If you add multiple buttons, you lose the focus of the page and your visitors won’t get where you want them to go. SEO has matured. It is a serious business, and most brands invest a lot of time and effort into it.

Acquiring future-proof links

Domain Authority is a score (on a 100-point scale) developed by Moz that predicts how well a website will rank on search engines. We like to use Domain Authority when comparing one site to another or tracking the “strength” of your website over time. Link reclamation can help you get fresh links by finding broken links to your site and having the publisher fix them. While the page meta data (page description and keywords) are not nearly as important as they used to be, they still count. Take advantage of them by putting your keyword or phrase there. Optimise your website content for the best organic reach possible. The best key phrases would automatically fall into place naturally, as you write the article. And that’s what Google is looking for.