The absence of a hard and fast definition of content allows for cross-genre experiments. Infographics, explainer videos, vlogs are products of such experiments. Visual images entertain users whereas written content provide them with new information. Infographics, which is the cross between the two, do both. The same applies to explainer videos. Text without headings is terrible to read. Headings and subheadings are the most important anchor points a reader has in the text. People tend to read those more carefully and use headings to determine what a text is about. Much of the time, it makes sense for the search engines to deliver results from older sources that have stood the test of time. However, sometimes the response should be from newer sources of information. The days of hiring freelancers to create hundreds of small keyword-stuffed articles are over.

Use basic math to narrow down your search results

In the past, Google’s algorithm was not quite clever or sophisticated enough to ignore the poor quality links these techniques garnered but that is changing. The Panda and Penguin updates represent perhaps Google’s most aggressive attempt to clean up its search results and in turn, this is having a major impact on the approach that needs to be taken to link building in particular. You want to give the user the exact information that they searched for and entice them to explore your site with easy-to-understand navigation to create a seamless, satisfying experience for a new customer. Both Search Console and Google Analytics have a huge range of features to help you sift through your website data and figure out how your site is performing, and you’ll find a variety of resources online, particularly from Google, to help you unlock their valuable features. If the content you’re producing isn’t of a high quality and isn’t useful/unique then, no matter how optimised your site is for search engines, people will simply just click away and find a more useful site

How are you supposed to audit your site?

Stay on top of relevant trends, create “how-to” blog posts, and frequently update older content to make sure you’re continuing to serve your audience with useful and timely information even after it’s initially published. Search engine optimization is a tool to improve a web site’s visibility in search engine results. An optimized web site will help to keep your product or service in the first page or two of search engine results. After all, a web site doesn’t do much good if no one can find it. The goal of search engine optimization is to have the search engine spiders not only find your site and pages but also specifically rank the page relevance so that it appears at the top of the search engine results. A negative SEO strategy involves crawling a website. This “forceful” crawling of the website puts strain on the web server, causing the website to slow down or even crash.

You have a huge opportunity to optimize your URLs on every post you publish

Don't go overboard with your internal linking or you risk overwhelming the reader. One or two relevant links per post is usually a good maximum, with more in longer posts. It’s the number one thing you’ll be working on when you’re trying to improve mobile SEO: performance. In this case, performance almost entirely boils down to site speed. It’s a given: the faster your site is, the happier your users will be. Don ’t keyword stuff – write naturally using synonyms, relevant terms and lots of nouns Build a brand and focus on consistent quality. Gaz Hall, from SEO Hull, had the following to say: "If you are a local business, register with trusted local directories. By submitting your company to business directories (especially the free directories) you cannot expect to be flooded with high quality traffic and transform your website into a high-converting lead generation machine. What you should be expecting though, is getting some extra local traffic boost and an improvement in your search engine placements."

Using social media for local SEO

So most people don’t have the time to get up to speed on all of the shifting trends, the technical aspects, and make sure their website is running perfectly for SEO like a finely tuned machine. Machines are writing stories and that is often something Google is not a fan of. Long-form content is a magnet for long tail searches. The more searchers and visitors you attract, the more you can ‘satisfy’ and the better chance you can rank higher in the long run. To prevent users from linking to one version of a URL and others linking to a different version (this could split the reputation of that content between the URLs), focus on using and referring to one URL in the structure and internal linking of your pages. If you do find that people are accessing the same content through multiple URLs, setting up a 301 redirect from non-preferred URLs to the dominant URL is a good solution for this.