Think like a human not a spider

The search engine optimization (SEO) world has undergone some big changes in the last few years — the biggest being coming in the form of Google’s heightened push towards strong user experiences. If you are really interested in improving your SEO, a strategy needs to be formulated. An SEO expert will need to identify the services or products that drive the most revenue for your business so he can deploy an SEO strategy based on your actual business model. Producing content for search engines is also content marketing, list building, and relationship marketing. The pages have to create unique enough value that they can be distinguished from other similar pages by the search engines. Lacking that intrinsic value, they will have to be distinguished by inbound linkage.

Long Tail and SEO

Don’t try to improve your website’s reputation by buying links or deliberately sharing links. Google has become very good at detecting these types of manipulative measures. It means that you risk falling heavily down in the rankings and it can destroy much of what you have spent time and money on creating. Your target keywords should be in the H1 tag. Your H1 however can be different from the title tag. It doesn’t have to be — you won’t be penalised for having the same title tag and h1 tag for a web-page (after all, most CMS generate this automatically) — but varying the keyword phrasing of both can increase your chances of appearing for different search intents. Spend some time looking at other websites within your niche, sites that perhaps are not performing well enough to claim the top spots in Google, and ask yourself — what are they missing? Why are these sites not ranking in search engines? Google is a search engine that follows links. For Google to know about your site, it has to find it by following a link from another site.

More importance is given to mobile

How do your competitors rank? Pick out a keyword for which you want to optimize your site. Check out the top 20 search results: Are your competitors somewhere in there? What is your ranking for this keyword? This information should help you to find a good niche for you and your keywords, where your competitors are not operating. It may also be that you find keywords for which it is worth joining the competition. When writing your content, be realistic about the chances of that content to rank. If you are in a highly competitive market, content works very well as a marketing tool and/or as input for social media. But it will probably not get you that number one spot in Google, and that’s fine. Manage your expectations. The goal of SEO is not to generate traffic but, rather, to generate sales leads and e-commerce revenue. Learn which industry ranking factors are important to your business and how to improve your online rankings.

User-friendly Content — Because it Matters

Every website page, including your blog, should have at least one call-to-action above the page’s fold — in other words, don’t make your website visitor scroll down to see the call to action. Calls to action can help SEO by creating an internal link on your website to a specific landing page. Most calls to action are images; therefore you can optimise the image filename and alt text for the primary keyword you’re targeting on the page. Google does not expect you to meet all of their standards, but they do expect you to at least try your very best. The days of blackhat and grey hat SEO strategies are over. Know where and how to use keywords in your content for maximum searchability. Gaz Hall, from SEO Hull, had the following to say: “Whether you should go after long tail keywords, which are specific and consist of multiple words, or after head terms largely depends on your competition.”

Think like a human not a spider

Authority is measured by the quantity and quality of inbound links to your site, as well as its technical performance and structure. Online shops in particular often face the risk of generating duplicate content. For example, a product might be listed in several categories. If the URL is structured hierarchically, a product can be accessible under multiple URLs. One reliable way to solve this problem is by using a canonical tag. This shows Google which URL is the “original” one and which one is a copy. The Google bot then ignores the copies when crawling your website and only indexes the original URLs. Content simply refers to the text on your homepage, your blog posts, videos you’ve produced, and any podcasts you’ve published. Focus on producing the best content you can — or pay someone to create it for you! Make it compelling, detailed, substantive, accurate and entertaining. The days of self-serving, scammy, and spammy SEO are long-gone. And that’s a good thing. The ‘secret’ to success with SEO is no secret at all. Just focus on serving your audience’s needs and answering their questions in a thorough and empathetic way.

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