Google likes to pretend that great content, and great websites, will naturally acquire links. But for 99.999% of businesses, that’s terrible advice. If you want to stay competitive, you need to protect your website for the future. Put SEO on your long-term agenda and monitor your backlink profile regularly. 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. SEO is a long-term strategy, so it sometimes takes months before you start seeing results.

Auditing Existing Content

While it's true that keyword-stuffing will be harshly penalised by Google, intelligent use of on-page tags that help potential customers to find your site remains vital; the margin between the best SEO company and the also-rans frequently lies here. Make sure the site's meta descriptions and titles include both primary and secondary keywords and are unique for each page. All images' alt text need to be keyword optimised and descriptive, without forgetting to optimise video content as well with relevant meta data. 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. Creating evergreen content is as simple as staying away from topics that no one will care about in the foreseeable future, and focusing on keyword research. Avoid unwieldy phrases and unnecessarily long descriptions, instead trying to say as much as possible with the smallest word count necessary.

Evaluate Your Site Speed

Rest assured that real SEO has nothing to do with keyword stuffing, keyword density, hacks, tricks or cunning techniques. If you hear any of these terms from your SEO advisor, run away from them as quickly as you can. SEO is a set of practices and techniques to optimize a website to get it to the top of the search result listing for specific keywords or terms. Sometimes the best way to get links is not to ask for them. That doesn't mean you should sit back, do nothing and wait for links to appear. Spend time creating content and making your site as attractive and easy to link to as possible. Ask your customers for reviews, mark them up with structured data and present them on a particular page on your site. This might do wonders.

Research semantically related keywords

The overall goal is to increase the level of traffic to a website by using keywords and keyword topics to improve the user experience and meet search engine guidelines. Setting up Google My Business is a must for your SEO gameplan. It is this that dictates whether your business will claim the space on the right hand side of the SERPs (the Knowledge Panel) when someone searches for your business by name. With SERP space at a premium, owning this piece of real estate when someone searches for your brand is a must. Google is making a real push to get to grips with any tactic they see as manipulating the rankings in a way that’s against their guidelines – from keyword cramming to paying for sponsored posts. According to SEO Consultant, Gaz Hall: "The reason you want natural, helpful, informative links is that you don’t want to have to constantly replace links ignored by the search engines and you don’t want to suffer from penalties and downgrades. Link acquisition should happen without anxiety."

So, how to start?

Content "machines" used to develop content primarily for search engines in an automated manner could learn from basic copywriting best practices to actually make their content user-friendly and helpful. Once you’ve discovered your evangelists, think about ways to nurture and encourage them. At the simplest (and possibly most meaningful) level, find a way to thank them for spreading the word about your company. On-page SEO is the practice of optimizing individual web pages in order to rank higher and earn more relevant traffic in search engines. On-page refers to both the content and HTML source code of a page that can be optimized, as opposed to off-page SEO which refers to links and other external signals. A cornerstone of effective SEO is producing quality content, and understandably, that can be difficult for marketers or business owners busy with other things.