There are few things more frustrating and downright annoying than investing a large amount of money into a well-researched, written and designed piece of content — that nobody sees. It’s important to have breadcrumbs on your website. They show users how a page fits into the structure of a site, and allow search engines to determine the site’s structure. Just typing in an incomplete search term will result in a whole lot of unnecessary results which might not be what you are looking for. Website crawl-ability and making a website searchable goes beyond making sure Google can “crawl” the website. Understanding how a website’s users (including Google) are navigating a website is key to building an information architecture. Building the information architecture in a way that mirrors their thought processes will help both user types discover information on a website.

Use anchor text

Brands that rank high on search engines have great content, address their target audience’s search intent, and take the time to optimize their sites from a technology standpoint. How recently your webpage was published is also a ranking signal – but different types of searches have different freshness needs, such as searches for recent events, hot topics, and regularly recurring events.2 With content being king, SEO may as well be queen. They both play an integral role in getting your message out and building your following. The more likely potential visitors are to think your site will provide an answer to their search query, the more traffic a page will gain.

Search volume

SEO is not the techniques we use to get our sites to the top of Google. SEO is simply the objective of getting to the top of Google. Any technique you use to try and get more attention from Google could be considered SEO. Getting backlinks are important but if you get a ton of useless backlinks from irrelevant spammy sites or use “link software” then you’re doomed. In short, success in SEO marketing lies in adhering to good practice and avoiding silly mistakes. To fully make the most of local SEO, you need to ensure that all of your content is pointing to your target areas. Make sure the article is easy to read, even to those who are new to the topic. Good accounting articles that are easy to read will result in less bounce rates and higher conversion rates.

Invest in longer posts

Your website pages must have strong calls to action that make it easy and tempting for search engine traffic to take the next step in the business relationship. Without that, your SEO spending is wasted. Here are tips for crafting strong calls to action: Although bounce rate is hard to measure you should definitely monitor the trend of your bounce rate and the differences in bounce rate between your pages. If a specific page has a very high bounce rate, you should try to figure out what’s the cause. You could add links to other useful pages or call to actions to keep people on your site. 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. According to SEO Consultant, Gaz Hall: "Make sure you have clean, short, descriptive URLs. Descriptive means keyword-rich but not keyword-stuffed."

Cross-link relevant content

Find out which pages on your competitor’s site are bringing in the most backlinks, social shares, and traffic. Browse your own site for a while and try to click on every button, image and link to see what happens. Is everything working as expected? When it comes to search engine optimization, creating a mobile site should be at the core of any solid SEO plan. When SEO isn’t done right it can be the cause of wasted time, money and a lot of frustration for many businesses. They might be ranking well for some keywords, but those keywords aren’t actually bringing in qualified traffic, leads or buyers.