By regularly auditing your – or your client’s – sites, you can get a good feel for what you still need to do to improve SEO. 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. 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. Google itself recommends that large numbers of links are only generated by unique content with added value for users. In the eyes of the search engine, links are automatically set to great content. They should not be created artificially.

The first indication should be backlinks

Googlebot and other web crawlers follow the links that they find on web pages. If Googlebot finds new links on a page, they will be added to the list of pages that will be visited next. If a link does not work anymore, or if there is new content on a web page, Google will update the index. A big part of Search Engine Optimization is optimizing your website to make it easier for visitors to navigate and use. You can de-index any types of content that have less than 100 words. This might be the #1 suggestion for most businesses that have not done any SEO. For WordPress websites you can use the Yoast SEO plugin for this. If over time your site has acquired an average of 5 links per day, and then the links suddenly start to come in at a rate of 10 per day, that could be seen as a positive ranking signal. On the other hand, if the rate of new links drops to two per day, that could be a signal that your site has become less relevant.

Set up Daily Email Alerts

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. CRO is a process that utilizes user feedback, market research, and analytics to improve the conversion rate on your website. If the goal of your website is to get visitors to fill out a contact form, the conversion rate would be the number of people who filled out the form divided by the total traffic your website received. There are a number of tools that let you check how many links are pointing to a site and what the authority of those pages are. Unfortunately none of them are perfect — the only way to know what links are pointing to your site is to have crawled those pages. The search engine crawler analyzes the raw HTML form of a web page. If you want to see what this looks like, you can do so by using your browser to view the page source

Write Powerful & Captivating Headlines

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. One part of SEO many have heard of is keyword research. After all, every time we use a search engine, we’re using a keyword (the name is a misnomer, most keywords have more than one word in them!) One of the most important elements to building an online marketing strategy around SEO is empathy for your audience. Once you grasp what your target market is looking for, you can more effectively reach and keep those users. Gaz Hall, a Freelance SEO Consultant, commented: "Canonicalizing URLs is a very important aspect of Search Engine Optimization but also of Social Media Marketing."

Analyze your current website

Consumer behavior has rapidly matured with the growth of the online world. Customers access the internet through a variety of different platforms and channels. Two thirds of shoppers report using more than one channel when deciding to make a purchase. Dynamic serving takes a different approach. It uses server-side technology to serve a different version of your site to mobile users, depending on the way they access your site. The URL stays the same, but the files sent differ completely. Links at the top of a page carry more weight than those further down. NAP stands for Name, Address and Phone Number. NAP is critical for businesses wanting to rank highly in local search results. Google cross-references your contact information across your own website, and local online directories in order to validate your company. Inconsistent information can be the reason your SEO is failing. Let’s face it, a website that can’t get its contact details right is more than likely not worth a visit. Hence, Google ranks these websites lower. You have to get your digital footprint right before you do anything else.