Keywords are still an important part of SEO, but relevance can often be figured in more abstract ways. Don’t use hidden text or links on your website to optimize your site for search engines. Some webmasters will try to make text or links invisible to visitors but visible to search engine spiders. One way they do this is to use white text on a white background. Search engines can now easily spot this sort of behavior, so it will not help your site rank at all. Every website page, including your blog, should have at least one call-to-action above the page’s fold -- in other words, don’t make your website visitor scroll down to see the call to action. Calls to action can help SEO by creating an internal link on your website to a specific landing page. Most calls to action are images; therefore you can optimise the image filename and alt text for the primary keyword you’re targeting on the page. You’ve created a website and published it on the web, but now you’re probably wondering how people — the right people, those who’ll be interested in who you are and what you do — will find you. You’ve heard about search engine optimization, or SEO, but don’t have the first clue how it works.

People use different wording to name the same thing

All sites have a home or "root" page, which is usually the most frequented page on the site and the starting place of navigation for many visitors. Unless your site has only a handful of pages, you should think about how visitors will go from a general page (your root page) to a page containing more specific content. If you’re going to change a URL, but you don’t want its link juice to disappear, you can use a 301 redirect. A 301 will pass a majority of the link juice. Google wants to ensure that the sites it serves up in search results are relevant and up-to-date. A site that hasn’t been changed in two years is never going to do well. Even if the social search playing field hasn’t been completely defined yet, one of the key takeaways from the early actions of Google, Bing, and Facebook is that as marketers, we need to start seeing our search engine optimization strategy and our social media strategy as utterly intertwined.

Review your most important content on your site

For some businesses a point in the right direction is all that is needed, for others that have had an audit carried out they may just need keeping on-track. Dependant on your requirements this can range from analysis of your site and advice given over the telephone to a visit to your premises and coaching given directly to your in-house team. To improve content performance, brands need to stop producing content for content’s sake and instead produce smart content: The biggest SEO mistake you can make during a website redesign is to not think about SEO until it’s too late. If you don’t have SEO in mind from the initial strategy session, you’re going to lose what you took so much time and effort to build. Images may seem like a straightforward component of your site, but you can optimize your use of them. All images can have a distinct filename and "alt" attribute, both of which you should take advantage of.

See what keywords you already rank for

As search engines evolve, they take an even more human approach to website analysis, making remarkable, valuable content the No. 1 SEO influencer. Whether it’s an image, video or words on a web page, awesome content — content that’s unique, useful and meets the expectations of web visitors and search engines — drives search rankings. Google and the other search engines use image-recognition software as part of their search algorithm, so they know if those pictures have been used elsewhere before. Choosing a perfect focus keyword is not an exact science. You should aim for a combination of words that are used by a search audience. Aim for a focus keyword that is relatively high on volume and aim for one that will fit your audience. Gaz Hall, a Freelance SEO Consultant, commented: "It seems like content should be engineered for an outcome. If you just start with an article and then ask yourself how to get traction to this everywhere, that doesn’t always work."

Search Engines are the mastermind behind the games of SEM and SEO!

Targeting highly sought-after keywords can make it harder for you to rank higher in search, but this doesn’t mean that you can’t become an authority on a topic by using different phrases for the same concept. Longer sentences are hard to follow onscreen. When possible, break longer sentences into multiple shorter sentences. Once you have exceptional content, you need to find ways to get that content out there and seen. That’s where social media comes in. Social media sites like Facebook, Twitter, Instagram, Google+ and LinkedIn continually prove to play a major role in doing business online. And with social signals—like follows, shares, likes, Google+’s and retweets — influencing search engine results, your business’s social media presence is something to take seriously. The shift to mobile devices has caused Google to change the methodology behind how it indexes and ranks websites.