Your website must be set up to track the sources of conversions accurately; otherwise, you won't know which search engines produce the most leads—and you won't be able to continuously improve your SEO campaign. The three main pillars of Search Engine Optimization; content, links and site architecture will remain for years to come. Make it easy for users to distinguish between regular text and the anchor text of your links. Your content becomes less useful if users miss the links or accidentally click them. Think of Amazon. They probably have a few best-selling products, but the majority of their retail revenue comes from a wide variety of things that aren’t bought anywhere nearly as often as their best-selling products. Similarly, if we were to rank the popularity of the songs played in the last 10 years, there would be a few hits that would garner the majority of plays, and an enormous number of songs that have only a few plays. Those less popular products and songs are what we call the long tail.

It’s time to revolutionize our approach to anchor text

There are thousands of millions of pages on the web, all ready to present the information on a variety of interesting and amusing topics. The Search Engines are the messengers of the same information at your disposal whenever you need them. Link Building is an indisputable part of the Search Engine Optimization process. Connecting a website to the rest of the Internet without links isn’t impossible, considering the fact there are many different content creation companies willing to do the work for you. However, the costs for this kind of work can ramp up quickly, making Link Building through a third party too costly for most new websites. While it’s easy to find “experts” you may want to reach out to, it’s important to remember that not everyone responds positively to such requests. The structure of your URLs can also help search engines to better understand your website content. If you can alter the URL so that, for example, it includes the name of your website, you should make use of this.

Keyword Research — Avoid at Your Peril

SEO-friendly content writing is not just about pandering to your audience with content that is splattered with keywords. Backlinks are absolutely key to boosting your site’s position in search engines, moving you from page 50 to page 5, from page 5 to page 1. But why? Well, according to most search engines, a site that is being talked about and recommended a lot online must be doing so for good reason. In short, you need to paint a vivid, unique picture of your product by not only describing it, but by answering the standard who, what, when, where and why questions. If you’re an existing business, you can learn a lot from your current customer base. If you have a shop you probably have a good idea of your target audience because you and your customer service team will be meeting and talking to them everyday. Otherwise, you could learn more about your customers by asking them to fill out a survey.

It's ROI, Not Traffic that Matters Most

SEO doesn’t have to be especially difficult, but it does need to be well-planned and given plenty of attention if you want to achieve stable website rankings. Contextual link building -- links that are surrounded by text in the body of content -- have a higher SEO value than links that appear in the footer or sidebar. With your core keywords grouped into buckets based on exact local monthly search volume, you will most likely notice that the longer the search query, i.e. the more words in the phrase, generally the lower the search volume. Voice Search and Mobile-First Index might drastically change that, but we’re not there yet. Gaz Hall, a Freelance SEO Consultant, commented: "As you may well know, Google has altered and changed its algorithm majorly in the last few years, introducing update after update to help the cream rise to the top. In turn, this means that SEOs and marketers have had to greatly alter their approach to SEO."

Link building, of course, is a science in itself

Optimizing images to rank well in search is a must for an increasingly visual web: a good logo or some eye-catching graphics can be as effective at attracting visitors to your website as your written content. If a person goes looking for a company or product by name, Google will steer them towards what they’re looking for. Links are the key to ranking well in Google, but what marketers often forget is that links are built upon relationships with people. The best way to ‘build links’ is to forge connections and offer value to bloggers and other influencers in your niche. Some sites have the same URL for both desktop and mobile content, but change their format according to User-agent. In other words, both mobile users and desktop users access the same URL (i.e. no redirects), but the content/format changes slightly according to the User-agent.