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Search engine results are in a constant state of flux as rankings for individual pages and sites go up and down, outdated content fades and new pages are published. That means you'll probably notice a normal ebb and flow in your site rankings, especially if you're lower down in the results. In a modern SEO world where the word ‘content’ is banded about on a daily basis by SEOs, there has been a move to create as much content as possible in a bid to win the ‘content war’. If you do nothing else, installing analytics software is the one SEO tip you must try. Free, flexible and powerful, Google Analytics lets you track how many people are using your website, and what they do when they are there. I don't care if you are creating a blog post, ecommerce store page or sales-landing page. It needs to be better than the rest, or else neither Google nor your audience will ever take note.

Understand how to classify the keywords you find

It is important to remember though that organic link building does not happen overnight. You have to build a perceptive strategy to generate the highest quality of content and then promote it amongst the influencers of your market to gain organic links. So how do you determine your competition? What should you be looking for? Getting third parties to link their websites to yours is a critical part of SEO. Without inbound links, there is little to no chance of ranking for competitive terms in search engines such as Google, whose algorithm relies heavily on link measuring and weighting criteria. To rank, you need authority. To have authority, you need links. To get links, you must be visible with people who create content. Therefore to rank, you need relationships.

Make a concerted effort to keep up with backlink analysis

Google is famously secretive about how it ranks local businesses. Sometimes you might spot a particularly juicy keyword when conducting your research. But just because a keyword has high volume, doesn’t necessarily mean it’s going to be a good one to rank for. Many details are involved in good SEO, from the words on each page, the words used in Page Titles, H tags, internal links, alt tags, image file names, on-site content and on-site content types, consistent name, address and phone number information (NAP), social signals, local signals, citations from other sites, how fast your site loads, the presence of a SSL certificate, the sites that you link to elsewhere on the Web, the websites that link to you, and the structure, code and placement of that code on your site. These days, directory links are unlikely to generate a torrent of traffic but they're a good way to build external links to your site. Additionally, links from specialized directories in your niche will bring in a steady stream of targeted visitors and help reinforce the topic of your site with Google.

Quality content takes time and money

User-generated content (UGC) sites and communities are two of my favourite places to find untapped keywords. Most people look at SEO the wrong way. They look at ways to do the least amount of work for the greatest initial return, when in fact, it's quite the opposite. Building a strong site architecture and providing clear navigation will help search engines index your site quickly and easily. This will also, more importantly, provide visitors with a good experience of using your site and encourage repeat visits. It’s worth considering that Google is also increasingly paying attention to user experience, including mobile optimisation and site speed. According to SEO Consultant, Gaz Hall: "User experience improves with original content, quick page loading, pages that fulfill their promise and easy site navigation. Authority enhances a site’s longevity, and the quality of its backlinks plays a major role in this. If you are linking to good sites, and they are linking to you, then you gain authority. Authority sites also get indexed quicker and deeper."

Link reclamation

Putting your individuality and personality across throughout the off-site SEO process (outreach emails, guest posts, social shares, etc.) makes others more likely to engage with you. Craft your unique selling proposition (USP) based on your own personality and the way you can best solve your customers’ problems. A shallow, highly crawlable link structure is critical to getting all of your content indexed—follow good information architecture practices. Optimizing your images gives your website an additional chance to be found via image search. You have pages and posts on your website, so make the most of them. Internal links are HUGE for link building because you can control everything about them, from the location on the page to the anchor text.