Search Engine Optimisation (SEO) is a key part of any digital marketing campaign and needs the right expertise to make it happen. When writing your content, be realistic about the chances of that content to rank. If you are in a highly competitive market, content works very well as a marketing tool and/or as input for social media. But it will probably not get you that number one spot in Google, and that’s fine. Manage your expectations. Blogger outreach is a process of putting your product or content in front of relevant bloggers and journalists in your industry by sending them personalized emails. The primary objective of blogger outreach is to make website owners and people with a large audience talk about you and link to your website. In addition to the actual text on your web pages, search engines also examine their structure, the use of keywords in your URLs, the formatting of the page (such as the use of bold font), and which keywords appear in the title and in the body of the text.

Start focusing on improving your mobile experience

Link-building can also come from building a targeted and involved community. The more regular visitors a site has, and the more passionate those fans are, the more likely webpages will be read, shared, and linked to. Canonical Tags are intended to prevent duplication of content, but make sure you have a canonical URL for your filter pages rather than accidentally telling search engines they’re duplicate pages. When you write headlines, it is not absolutely mandatory that you use keyphrases, but you get a decent bump in the search engines for putting them in headlines which are bolded with a larger font than the other text and capitalized. To optimize your keyword research for local SEO, brainstorm keywords or phrases with a geo-modifier that customers might use when searching for a business like yours.

Understanding the rationale behind competitor analysis

If you have several versions of your site in different languages, add visual cues linking to your multilingual content in or near your top navigation. For example, you can use flag icons to link to each country or language’s site. Apple even has a page that lists all the countries for which they provide a website version. The best key phrases would automatically fall into place naturally, as you write the article. And that’s what Google is looking for. Nofollow does not mean that the search engine bot will not follow the link at all but, it only means that the search engine bot will not pass value / link juice which normally would have passed for the given link. It’s all about website analytics — a powerful tool that gives you a full-picture analysis of how your website is doing online, and insight into areas that can use improvement. Services like Google Analytics give you a full-picture view of your site’s success with detailed statistics about a website’s traffic, visitors, conversions and sales.

Proper HTML and CSS Validation

The navigation should help the user browse the pages without problems. From the menu structure to the link structure and the page’s design, even a slight detail may impact the user experience. While you can’t always control who links to you, successful SEO often includes promotion and outreach. This includes reaching out to other sites, influencers, and bloggers in your industry to check out your content and hopefully share or link to it. As you gather intel on your website’s audience, the competition and commonly used keywords, it’s up to you to make informed decisions to determine which SEO strategies make sense for your business. Staying relevant is crucial to ensuring your website visitors are happy with what they find on your site — but don’t let staying relevant keep you from taking keyword risks and trying something the competition isn’t doing. We asked an SEO Specialist, Gaz Hall, for his thoughts on the matter: "You should aim to have the target search keyword within one of the HTML headers in your content (e.g. H2, H3, etc.)."

The Role of Social Media

The canonical URL tells you / Google what the source of a page is. From an SEO perspective, I never treat a piece of content as ‘complete’. There is always room for improvement with updates, additional information, and various other things that can make it more useful to visitors. Keyword cramming is old news and will probably result in a penalty anyway So, don’t do it! Instead, focus on creating real, interesting and valuable content. Technical SEO is work improving the non-content parts of your website. These tend to be the elements behind the scenes that visitors don’t see (but often affect their experience of the website!)