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Optimizing performance, however, is a continuous process. Your site will never be fast enough because there’s always more to improve. To a search engine, relevance means more than finding a page with the right words. Paid links are another no-no, whether another site linking to yours, or on your site linking to another site (except for banner ads and ad networks like AdSense). The methods vary from technical practices you can achieve behind the scenes on your website (we tend to refer to this as ‘on-page SEO’) to all the promotional ’off-page’ approaches you can use to raise your site’s visibility (link-building, social media marketing).

SEO changes quickly

Businesses that stick to the old SEO trick of “stuff a post with keywords and use metadata” will get left behind. SEO isn’t about tricking Google or working with spiders – it’s about creating content that wants to get read by your customers. Brand mentions and co-citations are also very important to Google, in determining the quality and usefulness of a particular web page. Search engines are adapting and beginning to favor natural, more speech-like content, so to keep up we have to provide content in the same way. We have to think like our customers and answer the questions they’re asking in as concise and an informative way possible. Another “old school” method of building up your backlinks is to make use of Forum Posting. It is a quick, easy and sometimes even fun way to get your links out and maybe even have someone directly click on them which is always a good thing.

Learn more about your audience

Mobile-first. It’s coming. And I still feel that a responsive website, in addition to all the AMP and so, is essential. Be careful not to focus too much on one single key phrase otherwise your site could grow repetitive, and earn a penalty. If a site links to you using the ’nofollow’ meta tag then their website’s authority won’t be passed to you. Some publishers automatically nofollow all external links, which is bad practice. Nofollow links should be reserved for sponsored or paid for links and content you don’t necessarily trust but still want to use as an example. The activity generated by social media suggests that your website is trustworthy, worth sharing, currently important to people, and is being referenced as a valuable resource.

Understanding Your Audience and Finding Your Niche

We’ve all been frustrated by sites that load slowly, or won’t load at all, on slower data connections. Sites that load quickly help build positive digital engagement with your business, and there’s some evidence to suggest that both load time and engagement with your content improve your rankings. Despite previous assumptions, a link from a 301 redirected page shouldn’t lose any PageRank compared to a link from a non-301 redirected page. There is no optimal number of words on a page for placement in Google. Gaz Hall, from SEO Hull, had the following to say: "The search engines continuously invest in improving their ability to better process the content of web pages"

Make your title short and relevant

The longer and more specific the keywords are, the higher your chances of ranking for this keyword. Of course, this also means that the search volume for this keyword decreases, but you can compensate for this by optimizing a lot of pages on your site for different long tail keywords. In the search marketing field, the pages the engines return to fulfill a query are referred to as search engine results pages (SERPs). Create great content. Google’s reputation depends on it leading users to high quality sites, so the better and more original your content is, the more Google will like you. Google is increasingly understanding what content actually means, rather than just what it says You should not try to‘trick’ Google.