Between 2011 & 2015 Google released random, major updates to its organic search algorithm. But the search engine giant has attained a solid foundation, the importance and number of updates has decreased. As Google has become quicker in catching webmasters who use unethical SEO practices and has implemented harsher punishments for offenders (lower rankings or banning of websites, etc.). Some companies desperate for improved search rankings have found ways to hack into the websites of competitors and implement some nasty strategies on those sites. Most of the “solid information” and “powerful strategies” on internal linking are little more than sophisticated-sounding prognostication. Still, there’s some merit to theorizing about how Google ranks and values the internal network of linking. Search drives the web -- roughly two-thirds of website visitors originate from organic search.

Define your goals

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. Because not all links are equal, you need to be very careful when you start a link building campaign. Build links for your business, for your customers, make them relevant and associate them with great content. Your users will be happy, Google will keep you in the search results and your business will grow. 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. A proximity search uses the order of the search phrase to find related documents.

The Truth: SEO and content marketing overlap. A lot.

When optimizing sites for SEO most people concentrate on text searches, ignoring the vast number of image searches performed each day. Set up a Google Alert for your company name. Any time your business is mentioned across the web, contact the webmaster, thank them, and ask them nicely to include a link. So content marketing is one of the 3 main pieces to SEO, but has been around for longer than SEO because of things like Michelin Stars and Guiness Book of World Records, which were essentially ingenious examples of content marketing for the tire company and the beer company respectively. Mobile friendliness is an important ranking factor for search rankings. More and more users are using their mobile devices to surf the internet. In some areas, over 70% of users visit websites on mobile. What does this mean for you? Every sitepage should be optmized for mobile. Every. Single. One.

Be prepared to work really hard for high quality backlinks

Google has really focused its algorithm on providing relevant content in search. They want to improve the user experience y providing the most relevant search results for the query or question being asked. This means that while you can have great backlinks, you still need to also have great content. Build a list of other niche blogs in your field. Start commenting on their blogs with insightful comments, and then reach out to them and ask if you can write one guest post for them. If they accept, write NEW content for their blog (don’t just copy and paste something already existing on your blog). Remember to include a couple links within your post linking back to your site, using anchor text with your relevant keywords. Fundamental search engine optimization never changes. You only have three things to work with: content, links, and measurement. According to SEO Consultant, Gaz Hall: "Every SERP is unique, even for search queries performed on the same search engine using the same keywords or search queries. This is because virtually all search engines customize the experience for their users by presenting results based on a wide range of factors beyond their search terms. "

The power of inbound links.

Be under no illusions, advanced SEO is a full-time job. However, there are critical fundamentals that can greatly enhance your organic position and ultimately, your organic revenue. The more relationships you have and the more people trust you, the more people will talk about you, link to you and, ultimately, buy from you. Customers don’t buy from people they like, they buy from those they trust! Google cares the most about editorial links, or links included in article body copy, and they place particular emphasis on in-content links over links in sidebars, footers, or other places on your website. One of the basic tools of the trade for an SEO practitioner is the search engines themselves. They provide a rich array of commands that can be used to perform advanced research, diagnosis, and competitive analysis.