Evergreen content. Content you write once, and have it ranking for years and years. Content that constantly brings in traffic and compounds in value. You don’t merely want people to see your website. You want them to visit it, spend time on it and take the desired actions on it. Keyword Research and Implementation is important for making any piece of copy shine, especially in the eyes of search engines. Content marketing is the process of developing unique content that is useful for your target market – often without selling whatsoever.

Bing pays more attention to the authority of the site

An HTML sitemap (as opposed to an XML sitemap) is often mentioned as being useful for SEO. They certainly are if you use them wisely (and especially Bing seems to like them at times), but I like them even more for the fact that users like them a lot. You have complete control over anchor text on your own website, and you should use it to your advantage. But you don’t really have control over what text people use on other websites. If everyone’s mobile device had a screen size and the power of a desktop computer, then there would not be much of an issue. However, this is clearly not the case. While smartphones are getting larger, their tiny screen simply can’t correctly render a website laid out for a computer screen. The text is simply too small and the buttons aren’t in the correct position. Instead of focusing on what you do or what you sell or why you’re awesome, instead focus on why your customers should care.

Keep an eye on what other firms are doing

Google is a very smart company. The sophistication of the algorithms they write is incredible; bear in mind that there are currently cars driving themselves around Silicon Valley powered by Google’s algorithms. Links don't matter that much for ranking in the Featured Snippet when you already rank on page one of Google. I think one of the great SEO myths is every site should have a blog. I have seen sites invest in filling passionless blogs with content to feed the SEO machine. Your personal opinion can be interesting and valuable, especially if you have been in a specific field for a long time. But, if you want to become an authority and earn a lot of backlinks, you will have to show facts and stats.

Don’t Stuff Your Content with Keywords

So how do you determine your competition? What should you be looking for? One of the most common problems that I hear from people looking to learn more about SEO is that they don't know what information to trust. 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, an SEO Expert from the UK, said: "Research other business websites and encourage them to link to your site. Joint ventures are a good way to exchange links and benefit each other’s business as well."

Don't go overboard at the risk of being penalized for keyword stuffing

Page copy should be informative and of interest to you readers. Don’t write it just for the robots, write for the humans that will be visiting. Yes you need to include keywords here but only if they make sense. Once again, do not keyword stuff your copy, you’ll only get yourself penalised. Researching your audience will give you an idea of their interests, wants, needs and how they respond to certain words and phrases. Doing A/B testing is a great way to see what title is most successful with your audience. Online shops in particular often face the risk of generating duplicate content. For example, a product might be listed in several categories. If the URL is structured hierarchically, a product can be accessible under multiple URLs. One reliable way to solve this problem is by using a canonical tag. This shows Google which URL is the “original” one and which one is a copy. The Google bot then ignores the copies when crawling your website and only indexes the original URLs. The convergence of SEO and content has been a driving force in marketing for the past few years.