By properly using HTML tags, on-page linking, and internal backlinking, you can streamline your site to best serve your customers. By creating relevant content that guides users through the marketing funnel, you can improve sales and generate more interest in your brand. Yes, "content is king" – but that's only half the story. Imagine if Wikipedia, one of the world's most popular sites, offered no more than huge blocks of text, or if Google cluttered its search interface with distracting graphics. It's unlikely that either site would have become as successful as they are today. When content and design work in harmony, users will find your site more easily and stay there longer. You may not be familiar with Schema mark-up, however it’s increasingly important and can do wonders for certain site’s visibility. You can no longer present less information on your mobile site than on your desktop site. Your content has to be the same on both, because, in the future, you can only rank on the information that is on your mobile page.

Consider your audience

If you maintain a blog, of course you want the traffic to your blog to grow. But what if it doesn’t? What if the traffic to your blog is (slightly) decreasing? What do you do? Keywords are a critical component of the SEO strategy; optimizing your site for specific ones gives you the power to control which searches you rank for (and therefore who your target audience is). Measure everything about your content, aligning KPIs with your business goals and see how customers interact with your material. 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.

If the clicks keep rolling in, you don't ask questions

Building trust in the customer through your content is a must. Focusing on user intent helps do it. We write content for our audience. Until our audience trusts our content it is of no use. Trust helps get exposure for your brand. Use trust building words. Follow up what you say with facts. Link building refers to building credibility on your website by having your links appear on other web pages. What SEO specialists and strategists should be doing, instead of link building, is establishing relationships with local influencers and businesses. Remember, Google doesn’t like content written for SEO purposes. If over time your site has acquired an average of 5 links per day, and then the links suddenly start to come in at a rate of 10 per day, that could be seen as a positive ranking signal. On the other hand, if the rate of new links drops to two per day, that could be a signal that your site has become less relevant.

Don’t jump in blind

Your content needs to come together in such a way that it shows a search engine that you are an authority on a given topic. More importantly, it has to quickly answer the questions your customers likely have about you and your products. It is better to have your links spread out amongst a lot of domains with targeted, but diverse anchor text then it is to have a ton of backlinks from one domain. The more comprehensive and targeted your backlink profile​ is, the higher you will rank. Once you have exceptional content, you need to find ways to get that content out there and seen. That’s where social media comes in. Social media sites like Facebook, Twitter, Instagram, Google+ and LinkedIn continually prove to play a major role in doing business online. And with social signals—like follows, shares, likes, Google+’s and retweets — influencing search engine results, your business’s social media presence is something to take seriously. We asked an SEO Specialist, Gaz Hall, for his thoughts on the matter: " If your site is regularly updated it shows Google the site is still active, kept up to date and worth them directing people to. Having a news section or blog on your site is an easy way to do this. "

SEO is a fast-changing marketing activity

External links are links from websites other than your own. Google relies heavily on external links to determine how good a post is. And this makes sense, doesn't it? You can talk about yourself and your own skills all day long, but no one will believe you. But as soon as other people begin bragging about you, others take notice. Increasingly Google is moving away from giving keywords top priority when it comes to ranking signals and is instead giving preference to the user experience. Google already gives ranking boosts to sites on a secure protocol (https vs. http) and this emphasis on security will only grow as time passes. Keywords and link building are no longer as impactful as they once were; now, it’s all about creating valuable content. Google and other search engines are switching gears to focus on the relevance of the information you provide on your site. The “bots” that determine your site’s search engine ranking are crawling the web in search of sites that are conversational and have valuable content. (Not to creep you out, but Google’s system is critiquing your site like an extremely intelligent superhuman would.)