I am passionate about SEO, and digital marketing more generally, but I also understand it has its pitfalls, the main one being the complex, crowded and confusing market for SEO services. If you are focused on a local market, it is also important to get connected with local businesses and organizations. SERPs (search engine results pages) are not solely determined by keyword usage and links. An equally important factor in determining where websites will appear in search results is the often-overlooked intent of the consumer. Just like they have for on-page SEO, technical aspects of SEO have changed as search engines have become more sophisticated.

Cherish the more competitive terms in your buckets

When a website wants a piece of content to be representative of a “thing” – like a profile page, an event page, or a job posting – its code needs to be marked up properly. Google scores ‘fresh content’ that’s updated regularly in a different way to a news article that doesn’t change. The first step once you start an search engine optimization (SEO) project is to find out how many keywords you expect to use for all your pages. The number of keywords needed for an organic SEO project depends on the business and what words would be beneficial to provide the site with acceptable traffic. Smart content improves the effectiveness and ROI of the material produced by making itself more discoverable and consumable.

Crawling and Indexing

Did you know Google uses around 200 ranking factors to rank websites? This may be a lot for SEOs to take in all at once. However, focusing on links is still best practice. Don't fill your page with lists of keywords, attempt to "cloak" pages, or put up "crawler only" pages. If your site contains pages, links, or text that you don't intend visitors to see, Google considers those links and pages deceptive and may ignore your site. Since the Penguin algorithm update in September 2016, Google has been watchful for anchor text keyword density. Leaning on exact anchor text too frequently appears suspicious to the search engine, which could result in worsened SEO rankings. As it may seem obvious by now, there is more to writing SEO-friendly content than ensuring you get a healthy ratio of keywords

How do You Know Your Website Has Been Attacked?

When improving your page speed, you should always ask yourself if you need all these assets, libraries, images, plugins, theme features and so on. The famous saying “less is more” is still as valuable as ever. You can signal relevancy of your content to search engines by using keywords for your image file name, alt tag, title, description and caption. A great way to up your SEO in a general sense is to regularly update your site with quality long-form content. This could be in the form of a video, a podcast, or more commonly, a blog. Gaz Hall, from SEO Hull, had the following to say: "Make it easier for search engines to index your website."

Conversions are Truly the Only Thing that Matters

There are plenty of business owners whose websites haven’t been updated in years who are being left behind by major shifts in digital marketing. You don’t want to be one of those people. In the long run, not changing with the times hurts your business. Today, smartphone usage is so huge that more searches are done on smartphones than on computers. Making sure your website is mobile friendly is massively important. Producing quality video content is the first step, but without a solid marketing campaign in place, you’ll find it harder to get ranked on SERPs. As companies are recognizing the power of this form of media, using these techniques yourself will help you increase and maintain your SEO rankings in the long run. Use heading tags where it makes sense. Too many heading tags on a page can make it hard for users to scan the content and determine where one topic ends and another begins.