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    Create great content that people want to link to

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    Links are the key to ranking well in Google, but what marketers often forget is that links are built upon relationships with people. The best way to ‘build links’ is to forge connections and offer value to bloggers and other influencers in your niche. Most SEO consultants have said goodbye to spammy, shady optimization techniques because Google actively penalized you for it since 2011. SEO results are only keenly felt long-term, and therefore it can be difficult for small business owners to see the value in taking time out of their day to write about their industry. Long-form content is a magnet for long tail searches. The more searchers and visitors you attract, the more you can ‘satisfy’ and the better chance you can rank higher in the long run.

    Create high-quality content on a recurring basis

    Remember, it takes 20 years to build a reputation and only five minutes to ruin it. Launching a new website without putting 301 redirects in place is literally committing SEO suicide. Not only will you lose all of your past SEO history, your rankings (and traffic!) will plummet. Always, ALWAYS 301 redirect your old site pages to your new ones to let Google know where your new content can be found. Instead of creating content, a lot of websites should be focused on cleaning content. There are various ranking factors that influence whether a website appears higher on the SERP based on the content relevance to the search term, or the quality of backlinks pointing to the page.

    Does your site sabotage your content?

    If you uncover duplicate content, check the organic traffic for each of your product page variations in Google Analytics. 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. Sound SEO strategies aren’t susceptible to the whims of Google and the other search engines and depend far less on them than might be assumed. Google cares deeply about the indexed age of both your site and its content. A brand new site that's a newcomer to Google is going to have a far harder time ranking on its SERPs than a site that has indexed age.

    How to diagnose technical SEO issues

    Optimizing for user intent is not just about providing solutions or using synonyms. The majority of SEO campaigns are built around driving revenue and whilst rankings are great and indicative of campaign success, in reality you won’t retain clients without providing ROI. Sitelinks have the benefit of distributing organic search traffic that would normally be concentrated on your homepage across other areas of your site. Link signals tend to decay over time. Sites that were once popular often go stale, and eventually fail to earn new links. Gaz Hall, a UK based SEO Specialist, commented: "In a link building campaign, you have to find target Web sites in the first place, review them to decide if asking for a link is worthwhile, identify the contact person and send them a customized link request."

    Create great content that people want to link to

    It is imperative that website owners and site developers engage in user testing. Without actually measuring what users are doing when they visit a site, one can’t possibly know how a website is performing. Think of SEO as one small part of a much more cohesive marketing strategy. One of the biggest challenges websites face today when trying to bring in and retain customers is the user experience on the site. Many businesses assume that they don’t need to worry about keyword research. They think they know what terms people use to find what they sell, and they also assume that Google understands the content on their website. This is incorrect on all counts.
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