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. Creating content that consistently drives traffic to your site is a win; however, not all traffic is created equal. The challenge is finding a balance of content that is interesting, sustainable, and relevant to your business interests. When pursuing a link, which is more important, relevance or authority? If you participate in an active discussion on a forum or blog that is relevant to your business and if your comment provides contextual value to the discussion, then you don’t have to worry about sharing a relevant link. But make sure that you don’t overdo this by using commercial keywords in your anchor texts.

When you use a keyword, you can use associated properties from knowledge bases

At one time, directories like DMOZ were a good place to add listings and get backlinks. However, these large web directories aren’t really relevant anymore. Well-written content is also far more likely to generate backlinks - links from other websites directing people to yours. This will boost your sites ranking in search engines, ensuring that the content people are being directed to is of a high standard. One of the main ways to increase SEO traffic is to experiment with the meta title and meta description you have on your page. Flexing this can increase your clickthrough rate from the search engine results page, and can affect what keywords you rank for. Keyword stuffing, hiding keywords in a very small font or a color that blends with the background, and paying for incoming links are all tactics that Google considers to be spam, and your website’s search traffic will be negatively affected if you’re caught doing any of them.

Link all your content to your social media pages

The website with the most links, as well as the most valuable links, wins a higher “rank” in popularity. If you are serious about your website, at least install Google Analytics or any other preferred statistics app. Collect data about your visitors, and find out what the customer journey on your website is. Find out what pages people like and which pages they dislike. Reviews are an important factor for SEO. They help potential customers trying to decide whether to trust you. If your local business has a Google+ page and is marked on Google Maps, you need to have reviews. The best thing you can do is encourage your customers to leave reviews if they’re satisfied with your service. Try offering them an incentive, such as a small discount if they click on a link and leave a review. Canonicalizing URLs is a very important aspect of Search Engine Optimization but also of Social Media Marketing.

Start simple, but don’t skip this step.

You can’t expect Google to see you as an expert on a certain topic when you have only written two sentences about it. This indicates to Google that your page probably isn’t the best result to match the search query. Mobile is becoming more popular every year. Search is the #1 driver of traffic to content sites, beating social media by more than 300% According to SEO Consultant, Gaz Hall: "Getting rankings is an output SEO firms can easily sell because they’re emotionally satisfying, but they’re worthless unless they generate leads or sales--the outcome you want."

Create relevant profiles on authorative sites

All too often, when we’re brought in for SEO work on a redesign, it’s often late in the process, such as when the site is being coded or even totally complete. “Hey, we should probably have the SEO guy take a look at this before we launch,” but by then, it’s too late. Search engines like Google, Bing and Yahoo use complex, evolving algorithms to call forth relevant results for search queries. And with trillions of web pages online, there’s a lot of competition. That said, there are a number of fundamental things you can do to make each page of your website more appealing to search engines. A lot of marketers focus on social in their online marketing strategy. But, it’s important to use both online search and social. Search is more powerful than social and more effective when supported by social. Make it clear on your own Web site that you want links - ask for them directly and make it easy for people to link by writing the linking code for them (using keyword phrases in linking text of course).