Don’t forget to tell Google your site is mobile-proof. You can add a viewport declaration – if you’re using responsive design – or a Vary header when using dynamic serving. It may not be a good idea to link to the website from footers or sidebars. Much of digital marketing has revolved around getting found by search engines and coming up within the first page of the SERPs You can use off-page optimization to improve your website’s reputation and authority. This depends mainly on inbound links. Off-page optimization involves measures which ensure that good-quality, relevant backlinks are created in the long term. This is also referred to as “link building.”

Improved page segmentation

Keywords are a critical component of the SEO strategy; optimizing your site for specific ones gives you the power to control which searches you rank for (and therefore who your target audience is). 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. Google's primary goal is, just like for any other company, to earn money. And Google cannot earn anything unless they provide good user experience. And good user experience, in turn, comes with good and relevant search results. If they fail to show relevant results, users might switch to some other search engine. When you maintain a blog or a regularly updated website, is there an optimal amount of time you should wait before updating your articles, or should you post them all at once?

Relevance is the key issue for SEO

When you are creating text, keep in mind that web users want to get information quickly. So, express yourself in as much detail as necessary, but as succinctly as possible. For example, avoid long, nested phrases and break up your texts with short paragraphs, bullet points, headings, and images. It’s totally understandable that Google takes user behavior into account in their assessment of which result to rank highest. If a search engine makes a page request that isn’t served within the bot’s time limit (or that produces a server timeout response), your pages may not make it into the index at all, and will almost certainly rank very poorly (as no indexable text content has been found). Know where and how to use keywords in your content for maximum searchability.

Keywords should be relevant. This means your site should be a satisfactory destination for users. Include the right rich snippets, don’t add schema.org markup just to inform Google about all the other stuff you do. Provide high-quality content on your pages, especially your homepage. This is the single most important thing to do. If your pages contain useful information, their content will attract many visitors and entice webmasters to link to your site. Gaz Hall, from SEO Hull, had the following to say: "Now, as you might expect from Google, the definition of what constitutes a good landing page experience is a little vague and can vary widely from one page to another."

Link reclamation

Make sure that your code is valid, in some instances bad code can lead to search engines not being able to properly read a page. Use the W3C validator to check your markup. With the increase in powers of content, the journey for internet marketing people has taken a knifelike turn. Not so long ago it might be comparatively easy for a marketer to secure his business in top search engine results. Today, many sites use secondary menus to accommodate for additional content. Loads of site-owners can’t help but state that they “can’t squeeze all they have to say in just a few pages.” To optimize your search engine results it is important to make your URL easily identifiable. Include words that are relevant to the site as opposed to numbers and symbols. People will recognize those keywords in the URL, and are more likely to click on your link if they think it will bring them to a relevant page.