Keyword research is the basis of all search marketing. It is the art of explaining what you do in the language that people use, and thus it should probably be the basis of all your marketing activities, both on and off the web. You can’t master SEO in a day, but you can resolve to make small steps in each of the areas of SEO that will make your site better and your efforts more impactful. Results driven, intelligent search engine optimisation. Anybody can optimise a site with a little know-how. If you make sure people want to visit your site, have great calls-to-action and prepare for mobile, you’re already on your way to a well-optimized website, the holistic way!

Pair complementary businesses together to provide more value for readers

All sites have a home or "root" page, which is usually the most frequented page on the site and the starting place of navigation for many visitors. Unless your site has only a handful of pages, you should think about how visitors will go from a general page (your root page) to a page containing more specific content. Google is now extremely advanced and answers around 15 percent of its search queries with the help of artificial intelligence (AI). This AI is called “Rankbrain” and consists of machine learning algorithms. The fact that search engines are getting smarter has very practical consequences for SEO. What is it about Google algorithm updates that send all of our thoughtfully crafted, tried-and-true, SEO strategies out the window? Essentially Google needs you to properly communicate what your website is offering to the user and the job of the analysts is to assess what your goal is for your website.

SEO has great ROI

Before the Google Penguin and Google Panda were let loose, SEO’s could manipulate a webpage’s rank more easily by adding lots of keywords to show Google that the page was relevant. This practice is what we now call keyword stuffing and is not just frowned upon by reputable SEO agencies, but is not tolerated by Google. As smart and sophisticated as search engines have become, they still understand one thing above all else: content. Content is unique, original material you create and publish on your site. I don't care if you are creating a blog post, ecommerce store page or sales-landing page. It needs to be better than the rest, or else neither Google nor your audience will ever take note. 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.

Why should backlinks play such a significant role in deciding the authority of any website?

You can have spammy links from the past. Maybe you bought some, or maybe your SEO didn’t care too much about the quality of the links he built for you. 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. Though search engine rankings keep on changing from time to time (it’s normal), make sure that you have built your site in the right way and regularly posting quality content to drive a steady stream of traffic to your pages. Gaz Hall, from SEO Hull, had the following to say: "Don’t change your URLs if you don’t have to. Certainly, don’t modify URL structure for minor tweaks."

Find Who Your SEO Competitors Are

Spam links often go both ways. A website that links to spam is likely spam itself, and in turn often has many spam sites linking back to it. A strong linking structure and other internal SEO best practices can provide that. Having a mobile friendly website is an absolute must the last couple of years. Google introduced mobile friendliness as a ranking signal in April 2015 and since then everything on the Web is about mobile. Whether you migrate to HTTPS for SEO or security, it’s now evident that using HTTPS is quickly becoming a necessity for most websites.