Keywords should appear in important on-page elements like the page title, heading, image alt text, and naturally throughout the page copy, but you should still be sure to craft each of these items for humans, not search engines There are few things more frustrating and downright annoying than investing a large amount of money into a well-researched, written and designed piece of content — that nobody sees. For those of you wondering, “index” is another name for the database used by a search engine. So “to index” a page is to have it added to that database. In other words, Google has discovered your page. Use keywords relevant to your products and services that your customers are searching for, especially in your Title Tags and internal links.

Increase the likelihood that people will share your content.

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. Search-based competitive audits uncover the competitive landscape within the search results for a defined set of high-value topics. Title tags and meta descriptions are on-site HTML elements which reflect the content of your page, and are shown in SERPs and browser tabs as text. Content is written in a manner that helps Google and other search engines find and identify it as being relevant to certain keywords and phrases that people enter into the search engine query box.

Invest in SEO

It’s clear that there is a link between the websites which rank highly for a certain keyword and whether or not that keyword appears in its URL. However, this is unlikely to be the only factor that determines whether or not a site can rank well. The best way to build links is to not build links. I’ve worked for companies in the past that don’t have to ask for them, they just flow in from press, customer blogs, their awesome blog posts, etc. If this is an option (and we’ll go over a couple of ways to make it more likely) you’re in a great place. In the past, Google’s algorithm was not quite clever or sophisticated enough to ignore the poor quality links these techniques garnered but that is changing. The Panda and Penguin updates represent perhaps Google’s most aggressive attempt to clean up its search results and in turn, this is having a major impact on the approach that needs to be taken to link building in particular. There are many theories, some backed by data, that show Google uses user metrics such as bounce rate, click through rate, time on site, etc. when determining the relevancy of a piece of content to the searcher’s query.

Create Content With a Purpose

There are thousands of millions of pages on the web, all ready to present the information on a variety of interesting and amusing topics. The Search Engines are the messengers of the same information at your disposal whenever you need them. Prioritize keywords and phrases, plurals, singulars and misspellings. Information Architecture allows people and search engines to better understand the content structure on a site. We asked an SEO Specialist, Gaz Hall, for his thoughts on the matter: "Google regularly refreshes its search engine algorithms. These are called “Google updates.” These updates improve search results by gradually optimizing the specifications for website quality and relevance. At the same time, they counter web spam. "

Tags, tags, tags!

Building a strong site architecture and providing clear navigation will help search engines index your site quickly and easily. This will also, more importantly, provide visitors with a good experience of using your site and encourage repeat visits. Google Webmaster is useful if you want to know how many back links you have and who from, it allows you to view links to your site from other sites, and shows you which pages of your site are linked to the most. Google started penalizing mobile unfriendly sites in 2015. And they’re likely crack down even more in the future. If you want to make your site mobile-friendly, I recommend Responsive Design. Getting the technical details of search engine-friendly web development correct is important, but once the basics are covered, you must also market your content.