It’s a common misconception that the internet is the ultimate learning environment. Yes, you can find everything you need, for free, but the information you end up with is not always trustworthy. It’s scattered, often outdated and sometimes contradictory. If you perform an SEO audit now and then, you make sure your website’s up-to-date. It should be part of your frequent site maintenance cycle, I think. 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. Googlebot is the name of Google’s web crawler. A web crawler is an automated program that systematically browses the Internet for new web pages. This is called web-indexing or web-spidering.

Is your content marketing strategy consistent with your traffic and conversion goal?

From a usability point of view, it makes sense to ensure that your website is mobile-friendly as over 56% of all traffic now comes from mobile devices. This means that if you want to keep those users engaged then you need a mobile-friendly website. One day it’s perfectly OK to work in a certain way, the next day a search engine algorithm change destroys your rankings. Luckily it’s usually possible to recover your visibility, or at least some of it, whether it’s a matter of asking for a reconsideration or changing your site so it meets the latest criteria. Search engine guidelines have evolved from the long-running abuse of search algorithms by aggressive Web marketers. Most of the guidelines put into place by Bing, Google, and other search engines are reactions to deceptive marketing practices. The guidelines are as close as you will get to having a check list of things that lead to penalties and algorithmic downgrades. Google is now extremely advanced and answers around 15 percent of its search queries with the help of artificial intelligence (AI). This AI is called “Rankbrain” and consists of machine learning algorithms. The fact that search engines are getting smarter has very practical consequences for SEO.

What Is Semantic Search?

You can no longer present less information on your mobile site than on your desktop site. Your content has to be the same on both, because, in the future, you can only rank on the information that is on your mobile page. Having a sitemap for your website plays a crucial role in SEO. It helps Google easily crawl your pages and index your website. The biggest challenge with SEO is that it’s ambiguous territory—but you shouldn’t let the uncertainty get the best of you. Understand that almost every marketer is exactly where you are now. Everyone’s trying to figure out SEO’s ‘hidden secrets’ with little direction. Google has drawn conclusions about user-behavior in search, realizing that searches prefer to see a variety of media formats for a given search query.

Will Meta tags improve my rankings?

Whereas a page's title may be a few words or a phrase, a page's description meta tag might be a sentence or two or a short paragraph. Much of digital marketing has revolved around getting found by search engines and coming up within the first page of the SERPs We thirst for conversation rather than being lectured. Those who merely push their message and never listen or engage usually are not as successful. So when someone comments on your blog or on your social media post, engage with them. You never know who has a website or blog. You never know who will build upon your knowledge and create their own post referencing your original post as a citation! Gaz Hall, from SEO Hull, had the following to say: "A Private Blog Network (PBN) is a network of authoritative websites used to build links to your money website(s) for the purpose of ranking higher in the Google search engine."

Determining the goal for the site

Head terms are searched more frequently, have less words (3 or less in most cases) and are often much more generic and competitive as a result. Long-tail terms are longer phrases (commonly over 3 words) and more specific. While long-tail keywords are usually less popular, we can usually tell exactly what the searcher is after. The macro approach to keyword research is necessary for content heavy websites (and optimizing for traffic), but not ideal when doing intent-focused keyword research, as would be the case for Ecommerce, software, or other scenarios where some keyword phrases are going to carry significantly more qualification. Research proves the importance of gaining a presence on the first three pages returned by the search engines. Being on the first page of the search engine results page (SERPS) should always be the target. The content on your blog or website is the digital salesperson in the organization, and should follow the same brand values and guidelines.