Why are links so important? Firstly, links are the connecting paths of the internet, the primary way to move from one site to another. Secondly, a link from one site to another acts as a citation – evidence that the target site is useful or interesting in some way. Search engines view these citations as a sign of authority. 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! Make sure that your site’s structure and hierarchy are as clear and logical as possible, with your homepage as the “root” page (the starting point). Prioritise content marketing. That's publishing valuable content on your website. These can be articles, blogs, white papers, videos, infographics or other interesting information that can be shared with your network via an e-newsletter or social media. Doing this will create backlinks naturally.

Why Your Content Strategy Should Center Around Evergreen Content

You need to migrate your website from one host to another, or one platform to another, even to a fresh domain. Website migrations are one of the most complicated aspects of any SEO campaign. For certain types of product and business, SEO sometimes won’t be as successful in generating a high ROI as Google’s paid-advertising platform, AdWords. Search engine optimization should be a part of a website for its lifetime, continuously improving its ability to make a brand (and its content) be more visible and to create a better experience for users. Keeping track of your backlinks is just as important as building them. That’s because SEO relies on the quality of the backlinks your website gets. The more high-quality links you have, the higher you will rank in Google.

Target keywords

A major consideration when creating internal backlinks is how you link different assets together. Having a news section on your site is a really good idea. It gives you the opportunity to fit in lots of keywords and it means you are regularly updating your website (which the search engines look favourably on). Having a blog on your site is good for the same reasons; plus if you are focusing on specific keywords you can write a post around them. A large chunk of my time finding links is by looking through my competitor's link profiles. Essentially, you're piggy backing off of their success. Content marketers can harness the power of hybrid content. Alongside posting blogs on a company website, they can create stellar infographics and optimize the ALT attributes and image names, so Google and other search engines index them, and they rank on image search.

Need to Branch Out

Getting backlinks are important but if you get a ton of useless backlinks from irrelevant spammy sites or use “link software” then you’re doomed. In short, success in SEO marketing lies in adhering to good practice and avoiding silly mistakes. Overfed with countless advice making things look simple and obvious, webmasters often rely on their intuition, common sense, or gut feelings when it comes to SEO… and they often fail. The strategies used to drive traffic to an ecommerce website can differ based on the type of product you sell. Gaz Hall, a Freelance SEO Consultant, commented: "Smart content is about taking the financial investment that companies make in their content development and channeling it towards a more effective and data-driven strategy."

Monitor the evolution of your Google search results

SEO criteria frequently changes and becomes more difficult, so many website owners (and so-called SEO professionals) fall out of their practice claiming that SEO is dead. SEO helps to ensure that search engines can locate, index, and serve your website’s content to visitors in an efficient manner. If Google and the rest of the search engines trust you and they respect the content you produce, you’ll climb the search rankings. There’s no shortcut to ranking on the first few pages of the search results. Search engines don’t trust your website at first. You have to earn their trust – and it’s a slow process. Google is making a real push to get to grips with any tactic they see as manipulating the rankings in a way that’s against their guidelines – from keyword cramming to paying for sponsored posts.