Website owners used to litter their content with tons of keywords in order to rank higher on Google. Now, the search engine penalizes for those practices. Keyword research is absolutely critical to help you understand where your content can earn both short- and long-term wins while making your content more competitive in search engines. It’s a new era for SEO, an era where you can no longer keyword-stuff your way to search ranking success. Nowadays, if Google finds out that you are blatantly overusing (or hiding) keywords on your site, your credibility (and rankings) could take a serious hit. However, this doesn’t mean that keywords are totally irrelevant. In fact, if you’re doing what Google wants you to do (creating high-quality content), keywords will work there way naturally into your website’s pages. Finding a good balance between the various “free” forms of building Back Links and the Pay Per Click advertising many people are using today is key to getting your Back Links covered.

You must use text links, not image links - true or false?

Writing for your customers is the key to success. Do your thorough keyword research and create articles and content that is optimized for SEO, and something your readers would love to read. Use keyword research tools to select an appropriate list of keywords that would work well for your content. Ever wonder how to pick the perfect keyword topic for your blog or website, or find one that will have the most value? Most SEO strategists and content creators focus on, at best, two of the eight dimensions they should analyze when creating a keyword strategy for a website. Much like other SEO strategies, keyword research has evolved to a level that goes well beyond “how many people are searching for a topic.” It now includes many more variables that help define how much value a topic will bring to a website. As it may seem obvious by now, there is more to writing SEO-friendly content than ensuring you get a healthy ratio of keywords Search Engines are not humans. They do not read your content; they just evaluate it, based on text, language analysis and other factors. If you use the right mixture of keywords, link juice and backlink strategies, you will manage to get a good rank on SERPs. Content is a powerful marketing tool.

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You hear a lot of hot air about content, why it’s important, why brands need to be producing it etc, but not a lot of context about measuring impact. Adjusting your keyword distribution gives you power to change your campaign over time. You need to understand what keyword your target market use in order to find you. Have a brainstorm between you and your colleagues and come up with a list. Don’t just stop there though ask you customers, after all they are the ones looking for you! For me internal linking is one of the most undervalued aspects of SEO, with many sites having inefficient menus and/or poor site structures.

Real Websites take time to index

We know consumers want personal interactions with brands, but they also want them in real time Meaningful content that operates as part of a wider digital marketing strategy, with the likes of social media and blogging all playing a part, is now key. For SEO to truly work and be sustainable, it needs to include a process of build up. Any SEO consultant who says otherwise is fooling you. SEO is an ongoing effort, but one that is totally worth it. Gaz Hall, from SEO Hull, had the following to say: "It is important to remember though that organic link building does not happen overnight. You have to build a perceptive strategy to generate the highest quality of content and then promote it amongst the influencers of your market to gain organic links."

Google is more forgiving than it has been in the past

Longer content tends to rank significantly higher on Google’s first page. Make sure all of your articles have 1000+ words of useful content. Longer content helps you rank better for your target keyword and brings in more long tail traffic. Think long term rather than short term. Short term will get you nowhere with SEO. When you are creating text, keep in mind that web users want to get information quickly. So, express yourself in as much detail as necessary, but as succinctly as possible. For example, avoid long, nested phrases and break up your texts with short paragraphs, bullet points, headings, and images. Add structured data markup in your website's code to include vital business information for Google to find and showcase.