On-page optimization is one part of search engine optimization and, as the name suggests, it covers all the measures and modifications that are made on your own website. There are several elements on your website which you can influence and which enable search engines to index your content and understand what it is about. Search engines are powerful because they provide targeted traffic. Or in other words, search engines bring users that are seeking what you offer or sell. Targeted website traffic provides revenue and exposure like no other channel of marketing. Investing in SEO can have a much higher rate of return when compared to other types of marketing efforts. In the earlier days of SEO, the organic search engine optimization discipline was more of a technical skill, of making sites crawlable. Then the focus switched to creating quality content where keywords were used in a natural way. In today’s rapidly shifting world, SEO techniques can change on a dime—and the worst part is that you might not even know it. Hacks that could have won you a front-page result last year are not only obsolete now, but they may even hurt your website’s rankings.

To do SEO the right way, it takes time to test and learn all the various techniques involved in getting a website ranking.

Not so long ago, SEO and social media marketing were different things. The idea was that SEO attracted visitors and social media marketing kept them coming back. Boilerplate content is a fact on the web with many many sites, espesially sites that do rank well and are very credible. Google handles it, you don't really need to worry about the boilerplate content, Google can figure that part out. If you’re new to the SEO game it's easy to be fooled into thinking that once you get the basics down it’s easy peasy, especially when you have a few small successes right away – you’ll get an inflated sense of ego and think “I got this!”. One of the problems international businesses continuously need to address is identifying themselves as “local” in the eyes of the search engines.

Focus on doing the right thing and helping Google do its job

95% of the U.S. Internet browsing population accesses search engines each month. Furthermore, the U.S. online population makes an average of 37 search engine visits per person per month. SEO can be quite complicated, but you can absolutely develop a keyword strategy and take care of the essentials on your own. With your website already cleaned up and shining with outstanding quality content and internal SEO methods (keywords, meta tags, etc), you should have a strategy to get your website noticed by others. Search engine spiders typically attempt to access your site a number of times each day. If they try to do so during a period when your hosting server is down, the attempt will of course fail. If this happens too often, your site will be flagged by the search engine as unreliable, which of course affects your ranking.

Competitor link profile analysis

Evergreen topics have long lasting value, so when looking at the trend, it should be pretty consistent throughout the year. Traditionally, these tend to be slightly more competitive, but have a much longer lifespan for being relevant. Look at how your landing pages have performed since the launch of RankBrain to see if there are any correlations between user engagement metrics (such as time on page, bounce rate, and so on) and your SEO rankings. If you uncover duplicate content, check the organic traffic for each of your product page variations in Google Analytics. Gaz Hall, a Freelance SEO Consultant, commented: "If content fails to align properly with keywords, as is often the case Google will ignore your content or give it low priority and searchers will click your link in Google organic results, but they will see the content is off the mark... and leave."

Think about SEO from the start

Social networks are an important source of traffic. Good content significantly raises the probability of the posts being frequently shared organically on social networks which helps you expand your reach. At the same time, you can also generate additional traffic through social channels. Social interactions are also registered by Google and can help the search engine review the relevance and quality of your content. The bottom line is that if you’re focusing on a small group of generic keywords, you’re probably not being found by most of the people who are searching for you. Keyword research is an entire sub-discipline within SEO and it’s easy to go down a rabbit hole. People don’t read on the web; they scan. To make scanning easier, use plenty of clear and informative sub-headers to guide readers down a page.