You may begin with top-level, aggregate numbers, but you must drill down into specific pages that can improve products, services, and business sales. One of the biggest mistakes marketers make when redesigning websites is that they change their site architecture (create new pages to replace old ones) and do away with old website pages that they no longer want to include in their site. These “abandoned” pages might rank in search engine results pages or may have backlinks. Even though links from Wikipedia are nofollow, there is speculation that Google’s algorithm still does take these links into account, at least to some extent. In short, Google is looking for signs of quality, relevance and great design. At the end of the day, Google does not care about you as a content creator. You are not Google’s customer! Google’s customer is the end user who searches for a keyphrase because they want to get relevant information or find the answer to a question.

Publish Unique Data

Your website should be designed with your visitor in mind. Nobody wants to wait a long time for a page to load, and slow site speeds will tempt visitors to visit a competitor’s page. When it comes to marketing strategies for your small business, local SEO is the first avenue on that road. Google has become tremendously more sophisticated about the signals that it does consider when it comes to applying relevance of keywords to a particular site. The cornerstone of a successful organic search campaign has always been technical SEO.

Implementing Schema is still a vital step in the online marketing process

Every piece of content should have the user in mind. This also applies to SEO. You can’t create your next piece of content, or carry out keyword research, without knowing your audience. One of the very first things that you need to do in order to gain success in online marketing is to establish the main keyword of your site. When you are able to do that, you can make use of it and optimize your web page with it. If possible, you can also make use of it for your domain name. In milliseconds, search engines assess a number of elements — images, keywords, content, metadata, links, etc. — before delivering results. Ever wonder how a small handful of lucky websites make it to the first page of Google’s search results? It’s because they were deemed the best resources for your search query — using an unimaginably complex version of the system described above. Remember any additional traffic is typically good for your website ranking, so getting people to visit is the most important thing.

SEO demands onsite technical optimization. Content marketing needs great UX.

If you aren't talking about your best content, why should anyone else care? For this reason, it's important that your best SEO content be linked to internally by other pages on your website. Yes, this means you may need to go back and edit some older posts to include links to the new, incredible content. I think it's good to have lots of content on the website given the 'long tail' nature of searchers' keyword queries. Generally speaking where a user is asking a question as part of their search query the results will return a featured snippet. In order to find opportunities for featured snippets we need to go back to keyword research to find suitable terms, the higher volume key phrases should be used as a basis for further research as you’ll then often see better opportunities in the “People also ask” section with more specific questions being asked that offer much better opportunities for featured snippets. Gaz Hall, from SEO Hull, had the following to say: "To increase your CTR, create a custom description that describes what your page is about and what the reader can expect to get out of visiting your page. You also want to include your target keyword. Think about the searcher’s intent when crafting this description."

Write Powerful & Captivating Headlines

If you have a real business, the same advice applies. You should decide if you are going for a churn and burn method or need a safe and fool-proof way to rank BEFORE jumping into SEO and building links. The better people with relevant blogs know you (through social sites, forums, email, etc.) the more likely they’ll be to link to your site and to share your content. Influencer marketing is a great way to build a diversified traffic portfolio, because influencers have an effect on multiple traffic channels. Search engines have made it clear: a vitally important part of the future of search is “rich results.” We all know that search engines have been trying for years to decrease their reliance on links as a ranking factor. But they haven’t got there yet and I don’t necessarily see that happening in the next year or so.