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. SERPs (search engine results pages) are not solely determined by keyword usage and links. An equally important factor in determining where websites will appear in search results is the often-overlooked intent of the consumer. Optimizing your images gives your website an additional chance to be found via image search. To offer the best possible results, search engines must attempt to discover all the public pages on the World Wide Web and then present the ones that best match up with the user’s search query.

There's more to online marketing than just SEO and content

Don’t try to improve your website’s reputation by buying links or deliberately sharing links. Google has become very good at detecting these types of manipulative measures. It means that you risk falling heavily down in the rankings and it can destroy much of what you have spent time and money on creating. The number of referring individual domains linking to your website or webpage is a very important factor in Google’s algorithm. Google pays attention to third-party expert testimonials from independent sources – reviews, references, news articles. Recommendations from professional societies, are strong evidence of very positive reputation. Over the years many people have tried to game the system by creating content that is stuffed full of keywords in the hope that repeating their keyword phrases over and over again will in some way get them to the top spot of Google. While this tactic may have worked in the 90’s and early 2000’s it is time to put this to bed and stop creating content that is written solely for the search engines. These search engines have evolved and now recognise and reward natural language so the best piece of advice is to write naturally and for humans.

Focus on performance, user experience, and content

It’s important to keep in mind that if search engine traffic is your only goal, your results will probably suffer. In order to please both the search engines (who will reward you with high rankings over time) and potential customers and return visitors, you need to offer value above and beyond search engine optimization. In other words, don’t produce “thin” content that ranks and get clicks, but doesn’t provide any additional value to the search engine user. Anchor text can affect how Google weighs up links to your site. If linking to your homepage and referring to your brand, anchor text should just say your website or brand name. Links to your homepage that are more descriptive “leading experts in local SEO” can be seen as manipulative, so you want to avoid this. Google just needs evidence that what is on a particular website is relevant to it’s viewers. The search engines will act rapidly to penalize sites that contain viruses or trojans.

Use Long Tail Keywords

So one of the best long-term marketing tactics is regularly publishing content on your site. Develop an editorial calendar and create a plan to consistently publish new evergreen content if you want to create long-term value for your website. Always research before you buy any SEO software because the search engine Algorithms are constantly changing thereby improving their search technologies to provide the most relevant results for their users. SEO tools for Google, MSN and Yahoo are numerous. A fully mobile-optimized website will be easy to read and play smoothly on even the smallest mobile device screens. Images should be able to be easily enlarged and the navigation should be smooth and easy to follow. Gaz Hall, an SEO Expert from the UK, said: "Content marketing has become a major player concerning SEO in the past few years. Interesting, useful and original content has become an important ranking factor in Google algorithms."

Understanding the rationale behind outbound links

Cloaking refers to an attempt to boost search result rankings by serving different content to Googlebot than to regular users. This causes problems such as less relevant results (pages appear in search results even though their content is actually unrelated to what users see/want), so Google takes cloaking very seriously. When approaching other webmasters to link to your site; it's really important to “suggest” suitable text for them to use; i.e link code that will have the most suitable link text for your site. The content on your blog or website is the digital salesperson in the organization, and should follow the same brand values and guidelines. The basic thing you need to remember when doing SEO is that you want to get as many links from as many high quality websites as possible. This can be a difficult thing since getting your links approved can take a lot of time.