A new shift in SEO strategy, and a redefinition of its goals, will ultimately result in a stronger campaign that can withstand the changes in search algorithms. In today’s SEO world, search engines often evaluate content to determine the search rankings of a website. It is a common misconception that content marketing doesn’t work as well for e-commerce websites. The source of a link matters a great deal to how much weight it carries in Google’s algorithm. Google has made it apparent that site speed matter in search rankings, and today, with a bigger emphasis on the user experience than ever before, site speed will continue to be a critical ranking factor.

Other tips and tricks that can help encourage clickthrough

If your site is regularly updated it shows Google the site is still active, kept up to date and worth them directing people to. Having a news section or blog on your site is an easy way to do this. Not every link is created equal. Every site has links that are less important or link to pages that don’t change (e.g., a site map or your About Me page). Use the NoFollow tag for those links. In addition to low priority links, Google suggests using the NoFollow tag for untrusted content and paid links. If you have text link ads on your site, make sure they’re tagged as NoFollow. Google will be looking to see if you have put any time into the content or just put up some content with minimal work. They want to see that you have actually put some effort into putting together something useful to the visitor and that it is good quality content. With search engines becoming smarter and more sophisticated with each passing day, it has become crucial for businesses seeking the benefits of organic search engine optimization to comprehend the undertaking required to rank highly in competitive search verticals.

Set a bare minimum expectation for site structure

Google will follow your links, the post and pages that have the most internal links will be most likely to rank high in the search engines. If you find that your backlinks are mainly coming from a small pool of domains, look at a way to diversify your backlink strategy to get links from a greater variety of domains. In many cases, the higher you are on page one the more traffic you will receive. The farther down your content is positioned on the page of results, the fewer people will click on your content listing and visit your website. Create a list of the top 10 keywords for which you want to achieve rankings. Do a search once a month on Google and see where you stand in the rankings. Keep a record of the ranking and you will be able to see the progress of your SEO efforts. Note jumps by more than five places in the ranking, because these changes are not usually due just to normal changes and search engine updates.

Internal links & site-wide links

When you have submitted your website to all the major search engines, you may be thinking, what is the difference between the website that appears at the top of the page and the ones that appear 20 pages down the list? Of course, you’ll be also thinking how you can get your website towards the top end of this long list. You shouldn’t only target 1 keyword, even if you have a very small budget or think that 1 keyword covers everything that you do or sell. This is a mistake because unless it’s a highly searched for keyword, and if it is then the competition to rank well for it will be fierce and getting your site in the top positions for it very difficult, then ranking for that 1 keyword won’t attract enough visitors to your site. When Google scans your site for information, it no longer pulls out the keyword phrases it thinks are relevant and pairs them to user queries. Instead, there’s an intermediary step. Google interprets the data on your website, and begins to form its own conclusions about what your site and your business really deliver. If that seems a little spooky to you, you aren’t alone — Google is becoming exceptionally sophisticated. Gaz Hall, an SEO Expert from the UK, said: "Whether you purchase a separate domain (recommended) for your blog, or host it on a blogging service or a subdomain of your own site, try to ensure that your URL contains the primary keyword you want to optimize for."

Finding the 'Low-Hanging Fruit'

Is your website available in different languages or country versions? Awesome! Don’t forget to notify search engines of this. The search engines will then display the content of your website in the respective country and language versions for users. This improves usability since users are immediately redirected to the desired version in the SERPs. Finding a good balance between the various “free” forms of building Back Links and the Pay Per Click advertising many people are using today is key to getting your Back Links covered. Another way to find places you can build links is by using a link intersection tool. These find sites that link to “competitor a” and “competitor b” but not to you. Theoretically, if they link to both of your competitors, they should be willing to link to you. Moz, Ahrefs, LunaMetrics and others have link intersection tools that work quite well. When you’re spending good money on SEO, it’s common to obsess over your keyword rankings.