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Understanding how search engines work is an important component of SEO. The search engines are constantly tuning their algorithms Great content marketing is essentially the bait you put on the end of your hook to attract the fishes. And SEO, in this analogy, is the fishing rod. SEO and Content Marketing work together to not only reel in your audience, but also keep them revisiting your page and engaging with your website (all good stuff). To make your website SEO compliant, a search engine needs to be able to explore every aspect of your site and most importantly understand the content that is available. In order to achieve this, the design of your website requires careful planning. If you need search engine optimisation help for your small business website, consider working with an SEO agency or hiring an SEO freelancer. This can be a complex area, and it pays to get it right.

Be authentic

Poor spelling has always had the potential to be a negative ranking factor in Google if the word that is incorrect on the page is unique on the page and of critical importance to the search query. SEO is a long-term strategy for your business and when done correctly (with the proper amount of time and resources allocated to it), it will produce consistent long-term value in the form of higher rankings and increased traffic. Let’s not forget the speed of your site, not just because we all browse the web a lot more on our mobile devices, over not-so-broadband networks, but also because a fast site makes Google and in most cases your conversion rate happier. Keyword selection requires its due consideration. You do not want to select a common, albeit popular, keyword featured in various other contents as it dilutes your visibility. Conversely, you do not want to choose a keyword that is so vague that your content becomes almost non-existent for the users.

What makes up authoritative content?

The macro approach to keyword research is necessary for content heavy websites (and optimizing for traffic), but not ideal when doing intent-focused keyword research, as would be the case for Ecommerce, software, or other scenarios where some keyword phrases are going to carry significantly more qualification. If you website is new, however, or you have a low domain authority, just posting a blog to your site is going to have hardly any benefit from an SEO perspective. Spend some time looking at other websites within your niche, sites that perhaps are not performing well enough to claim the top spots in Google, and ask yourself - what are they missing? Why are these sites not ranking in search engines? Click through rate is a good indicator of whether you’re attracting the right or wrong website visitors and if your website content is what your website visitors are looking for. If you’re attracting the wrong audience or your webpage content isn’t interesting, relevant or useful to the audience, your CTR will be low.

Don't “only” concentrate on Google

Mobile is becoming more popular every year. A more technical topic, most sites can review and optimise their URLs, especially when creating new pages. Making URLs short, readable and keyword-subject-rich is a simple way to make the most of them. Building backlinks is not enough. You also have to monitor every link your website is earning. Not knowing who links to you or when links are being removed can cost you a lot of traffic. Gaz Hall, a Freelance SEO Consultant, commented: "If you’re goal for a guest post is to receive a backlink in return, then you would want to make sure their website has a number of good quality backlinks. The number of quality backlinks a website has will determine how powerful a link you will get."

The keyword can be thought of as one topic within a larger category

Search drives an incredible amount of both online and offline economic activity. Although traditional advertising can still play an important role in marketing, for small businesses with limited budgets, local SEO can be a highly effective, low-cost alternative to other paid marketing methods. Major search engines, including Google, provide free tools for webmasters. Google's Webmaster Tools help webmasters better control how Google interacts with their websites and get useful information from Google about their site. You may not have the resources to create locale sites for each country or language you want to target. In that case, add Google Translate to your site to ensure that your website visitors can see your content in their language (even if it’s not a perfect translation).