With for instance the rise of voice search, longer keyphrases become more and more common. Using a long keyphrase five times in your 300-word-article will look so unnatural, that it’s not a good practice at all, where using a certain keyword five times might fit there. A holistic approach to organic growth often requires buy-in from internal stakeholders that may have little previous experience, or even worse – suspicion of SEO. Google has no problem telling you what you need to do to compete for their top ranking spots, just read their guide and do your best to follow through with their recommendations. One of the basic tools of the trade for an SEO practitioner is the search engines themselves. They provide a rich array of commands that can be used to perform advanced research, diagnosis, and competitive analysis.

Why would Google believe that this is the best page on the internet for this topic?

If you haven’t already I highly recommend you sign up for both Google Analytics and Google Webmaster tools. Both of them are free, and provide a wealth of information about your website, who visits it and what keywords they are using which really helps when planning/assessing your SEO campaign. Link building refers to building credibility on your website by having your links appear on other web pages. What SEO specialists and strategists should be doing, instead of link building, is establishing relationships with local influencers and businesses. Over the years I've seen webmasters and SEOs being concerned over boilerplate content, such as repetitive legal disclaimers or navigation on the header or footer of your pages. But Google time and time again has said they can handle it and they don't penalize for this type of content. 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.

Wrap Subheadings in H2 Tags

Imagine the billions of webpages to be searched when a keyword is typed into the searchbox and the answer comes on your screen within a matter of minutes? Helping search engines know what your site’s about at a quick glance is where a sitemap and metadata play a crucial role. Once Google goes mobile-first they’re going to consider the mobile version of your page the “true” version. That hidden content is going to be 100% ignored by Big G. Search engine optimization is a strategy that is fairly easy to implement for most company websites - provided you have a current set of SEO ranking factors and efficiently implement changes.

Putting it All Together

You can think of importance as a way to determine which page, from a group of equally relevant pages, shows up first in the search results, which is second, and so forth. The relative authority of the site, and the trust the search engine has in it, are significant parts of this determination. Today, and for the foreseeable future, SEO is much less about optimizing for specific keywords, and much more about technical issues, social signals, and the overall trustworthiness of a company and its website. 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. We asked an SEO Specialist, Gaz Hall, for his thoughts on the matter: "Don't use any shady tactics that will get you into hot water like sneaky redirects, content cloaking, and so on."

Develop your follow-up approach

Seriously, what is worse than staring at a blank page waiting for it to load? The page speed is a huge ranking factor when it comes to search engines. Google’s latest update had a heavy focus on the user experience and site speed can undoubtedly affect this. This means that search engines look at page speed and provide ranking advantages to faster matches. Common sense, right? The website with the most links, as well as the most valuable links, wins a higher “rank” in popularity. Backlinks from older websites may be worth more than links from newer sites. User signals are behavioral patterns of users which Google uses to establish the rankings of your website in the search results. For instance: users click on a result in the search engines and after that, they immediately bounce back to Google. This is a signal that the website does not fit the search query of the user.