When deciding which keywords to go after, you could also use a tool, but simply googling your keywords will also give you insight into the difficulty to rank for a certain search term. Creating a plan of works for improving your search engine rankings or identifying why a website isn’t ranking well isn’t always straight forwards. A page that’s no longer working can affect your site’s rankings in search engines, but also user experience and the engagement. Search Engine Optimisation (SEO) is a key part of any digital marketing campaign and needs the right expertise to make it happen.

Study your competitors’ linking profile

In the same way a landscape architect needs to understand the elements of the property he is designing for in order to achieve the goals of the project, you need to understand how your website stacks up to your competitors, what gold (or iron) may be underneath the surface, and how your surrounding environment can impact the outcome of your campaign. Google Analytics is an intuitive and free measurement platform that gives you insight into all of your webpages. It all starts with a line of code that you put in the header of your website that will let you install a container of Google tags, that will give you visibility in your analytics Dashboard. SEO’s need to have the skill and experience to help the client develop a social media strategy, deliver training and support, create policies and processes and ensure their clients up-skill accordingly so that social media contributes to the wider commercial objectives of the client not just the SEO objectives of the agency. Posting regular content is key to building trust with search engines and your customers alike. A posting schedule is easier to stick to when you’re writing regular content.

Search engine spiders travel through links

You need to utilise all aspects of digital marketing to form a full SEO strategy. This will put your business on the map and really increase those website hits. Make your descriptive tag engaging. Google and other search platforms will use it to create that little blurb about your site. Users often read these before deciding whether or not to visit a site. Concise, descriptive blurbs draw visitors to your site, sometimes even before sites that rank higher than yours in a search. Pick a list of words relevant to your business. Then create separate lists of these keywords for each country. Focus on “long-tail keywords” -- keywords that are very specific to your business and the products/services you offer. For example: marketing is a broad keyword that will be hard to get traffic for, and inbound marketing software is a long-tail keyword with less competition that will be easier to get traffic for. The navigation of a website is important in helping visitors quickly find the content they want. It can also help search engines understand what content the webmaster thinks is important.

What have you tried that doesn’t work?

Off page SEO is a long term and time consuming process.It includes acquiring backlinks to your webpage from the authority sites, Social media and Social bookmarking. Off page factors work in the background to improve the search rankings. The higher quality your content, the more beneficial your shared information, and the better your reputation increases the chances that you will be mentioned throughout a variety of platforms. People make use of search engines for a wide variety of purposes, with some of the most popular being to research, locate, and buy products. Gaz Hall, a Freelance SEO Consultant, commented: "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?"

The more people link to your site the more importance Google places upon it

Many years ago, Google put together its search quality team, which is responsible for ensuring users get the best possible user experience by making sure that key signals of quality websites align well with results on search engine pages. Their job description is straightforward “A few hundreds of millions of times a day people will ask Google questions, and within a fraction of a second Google needs to decide which among the billions of pages on the web to show them — and in what order.” The pages have to create unique enough value that they can be distinguished from other similar pages by the search engines. Lacking that intrinsic value, they will have to be distinguished by inbound linkage. The link structure of the Web serves to bind together all of the pages that have been made public as a result of someone linking to them. Through links, search engines’ automated robots, called crawlers or spiders, can reach the many billions of interconnected documents. When you link out to related domains, it not only helps the search engines to understand your niche, but also helps to increase the trust and quality of your site which plays a vital role in your blog’s SEO.