A company may be able to identify thousands of keywords worth optimizing—but do they have a big enough SEO budget to handle that workload? High-quality content on and off your website and using strategic link-building tactics (internal links and backlinks) is a critical component to achieving relevancy. This strategy protects the website’s viability against the frequent changes in Google’s rules and priorities. The search engines now identify low quality content through user engagement, and by correlating website features. Networks of sites where you can place this kind of content are even easier for them to identify. As a marketer, the primary warning sign should be sites where you can post your content with no editorial oversight from the website owner. Google can, and does, ignore low relevance links. The worst offenders are generic links (“click here”) and even worse, off-topic links.

We're searching in different ways today

Whatever shows up in the search results box has been searched for before meaning these long tail keywords could be very valuable. But remember these just give you a starting point to work off, people have Googled some quirky things so don’t think just because something shows up that it will make a good long tail keyword. Google suggestions give you a great place to work from but shouldn’t always be taken at face value. As Google continues its journey for the perfect user experience on their own site, you have to strive to keep up. Good content is important, but it also needs to rank high on SERPs if you want to reach a wider audience with it. Dramatic growth in the interaction between offline and online marketing necessitates investment by organizations of all kinds in a successful search strategy.

Link internally where possible

Improving visibility and driving traffic are nice, but the most important goal is to achieve the goals of your organization. For most organizations, that means generating sales, leads, or advertising revenue. Google has guidelines that regulate the use of keywords and regularly updates its algorithms to regulate the industry. Using tools such as Copyscape will help you find if someone has plagiarised your content. If that happens, you should ask the admin to remove the part of the content from the site. If they’re not willing to do that, report them to Google. What used to be a handful of on-page, off-page, and architecture factors has evolved into hundreds of signaling attributes fed through a complex algorithm that is constantly being refined and learning from your behavior.

The best way to escape Google’s Penguin penalty

Meta descriptions don’t carry as much value as they used to, but they still have an important role for SEO. Each of your posts should have a unique title and meta description. Make sure all are unique and you don’t have any duplicate ones. If you don’t want to spend any money on a keyword tool, you can simply google the keyword you want to rank for. Does your site ‘fit in’ with the results Google shows you? Or are the sites on the results pages much larger or more well-established than your website? Another factor in determining the value of a link is the way the link is implemented and where it is placed. For example, the text used in the link itself (i.e., the actual text that a user clicks on to go to your web page) is also a strong signal to the search engines. We asked an SEO Specialist, Gaz Hall, for his thoughts on the matter: "Prioritize keywords and phrases, plurals, singulars and misspellings."

Optimising Your Website is Not A Guaranteed Traffic Generator

The truth is that links are still the most important component of the search algorithm. No matter how useful its content may be, a site without links is far less likely to rank highly in organic search results. While SEOs aren’t generally user experience experts, we do have a set of SEO techniques and tools that let us build a fantastic, user-targeted website. Specifically, we structure web content based on user demand. There are two types of backlinks, and they are internal backlinks and external backlinks. Adding your site to any web directory just to get a backlink will have a negative effect on your website’s ranking.