There are far more unique search queries than generic ones. If you added up the search engine traffic of the most popular keywords, the number would not even come close to the amount of unique, niche keywords. This concept is known as “long-tail theory”. Social media networks can help you to give your content the initial boost it requires before the media and other interested users find it. SEO that works will have to shift away from mechanical tactics and numbers-driven strategies that ignore quality and rely on thin content created by non-professionals who are more concerned with keywords than value. Assessing which keywords to go after first is a crucial second step in your keyword research. This is difficult: not everyone is good at estimating which keywords their site will be able to rank for.

Focus on ROI Instead of Keyword Rankings

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. Many blogging software packages automatically nofollow user comments, but those that don't can most likely be manually edited to do this. There are many other items which can affect a website’s search ranking, including all of the following: keyword research and implementation, back links, link building, content, directory submission, competitor analysis, optimization both on and off of the website in question, and still more variables. Build a unique contact page for each location that you operate and mark up your location information in Schema.org.

Understanding searcher intent

Top-ranking webpages in Google have shorter URLs. External links are links from websites other than your own. Google relies heavily on external links to determine how good a post is. And this makes sense, doesn't it? You can talk about yourself and your own skills all day long, but no one will believe you. But as soon as other people begin bragging about you, others take notice. Whether we like it or not, SEO isn’t simply “plug n’ play”, and it won’t automatically look after itself. You’d be surprised, however, at the ROI you can achieve with a few hours of focused outreach every month. It may seem counter-intuitive, but Google is tightening its organic results for 3rdparty websites and trying to respond to the good amount of searches by itself.

Optimising Your Website is Not A Guaranteed Traffic Generator

SEO isn’t an inherently spammy or unethical form of marketing. In fact, SEO strategies are more effective if you follow the guidelines set out by search engines. Social signals aren’t an important part of the Google algorithm. But social shares on sites like Facebook, Twitter and Google+ may give you an indirect rankings boost. Human users are already intrigued by your title; all that’s left to do is entice them to clickthrough with your meta description. A meta description is information, more in depth than your title, that will let users know what to expect when they visit your page. We asked an SEO Specialist, Gaz Hall, for his thoughts on the matter: "The words that make up a query are commonly referred to as “keywords,” a foundational element of SEO. Since the ultimate goal of your SEO strategy is to help people who are looking for your business or products, what more logical place to start than optimizing your site to best match customers' searches?"

Links are glue

Links still matter. We should just think of them differently. Consider whether the links you attract will actually drive qualified traffic to your site, rather than just adding to antiquated metrics like external link volume. Good ways to boost readability include breaking up sub-topics within your content, using images and videos to help explain difficult concepts, and visually highlighting one or two quotable sound bites that illustrate key points. A 301 redirect is a permanent redirect from one URL to another. Whether you’re switching domain names, restructuring your URLs (more on that in the next section), or consolidating content as part of your website redesign, setting up 301 redirects is crucial to ensuring any “SEO juice” from your old URLs gets transferred to your new URLs. The number and quality of links to your website are quite important to Google and other search engines for your rank on different terms. You should aim to increase inbound links from sites of the same country. Get sites in the UK to link to your co.uk extension, sites in Ireland to link to your .ie extension, etc.