Brands are generally most interested in gaining follow links as opposed to no-follow links because they help to increase ranking positions. But there’s a problem that has come from this. For some time now, brands have been incentivising bloggers to add unmarked paid for follow links – which is against Google and ASA guidelines. A great way to incorporate all those valuable local keywords into your website is to create valuable content. Fresh, unique content has great SEO benefits, but it will also help to establish you as a reputable, reliable and knowledgeable business. Plus, you can use it for link-building efforts and share it on social media to widen your reach there, too. Ideally page titles should include the search term for which the website has been optimized. In a Searchmetrics 2016 study into ranking factors, there was an “extremely high” correlation between social signals and Google rankings. However, this couldn’t be accredited to the algorithm, but rather to the “overlap between brand websites performing strongly in social networks and being allocated top positions by Google.”

Use SEO-Friendly URLS

Paid link-building is considered black hat SEO and is likely to incur a penalty. A picture can be worth a thousand words, they say. Well, when it comes to online marketing, a single image can be worth a thousand links! Google collects user data on your site and makes further ranking decisions to determine where your content pages should be ranked in the organic results of search engines. When choosing anchor text, select phrases that make sense to the reader within the context of the content. These phrases may even contain exact match words.

Find ideas that Google identifies as semantically related

Have you ever monitored the viewing pattern of people visiting your website? This is the pattern in which people view, in this case, websites. So one of the best long-term marketing tactics is regularly publishing content on your site. Develop an editorial calendar and create a plan to consistently publish new evergreen content if you want to create long-term value for your website. Longer search phrases are the natural progression of the Internet population boom. As more and more information is placed online, it becomes increasingly difficult to find exactly what you're looking for. 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.

SEO is not about stuffing a paragraph full of links and keywords

The SEO of your website is largely dependent upon how easily and quickly your potential customers can find your site through a search engine query. Google does not work only the way it used to work, and as a result, this impacts a lotof websites built a certain way to rank high in Google. Search Engine Optimization requires the inclusion of popular (highly searched) or profitable (highly searched just before buying) words into headlines, copy, and other page elements. Gaz Hall, a Freelance SEO Consultant, commented: "Essentially, try to keep in mind that Google no longer works by trying to match the search terms exactly in your content. You can see this yourself when you search Google. Search ‘eat yellow bananas’ and many of the results that come up won’t actually include those precise words!"

Use Semantic Markup To Improve Ranking

Over the years many people have tried to game the system by creating content that is stuffed full of keywords in the hope that repeating their keyword phrases over and over again will in some way get them to the top spot of Google. While this tactic may have worked in the 90’s and early 2000’s it is time to put this to bed and stop creating content that is written solely for the search engines. These search engines have evolved and now recognise and reward natural language so the best piece of advice is to write naturally and for humans. With the many different resources available for finding keywords people are actually using in their searches, it shouldn’t be too difficult to get through this stage of Search Engine Optimization successfully. The search engines will act rapidly to penalize sites that contain viruses or trojans. Focus on building trust as opposed to trying to bend and break the rules. That way, you rise above Google's often-changing rules which are getting better and better at finding people who are looking for shortcuts.