Search Engines are not humans. They do not read your content; they just evaluate it, based on text, language analysis and other factors. If you use the right mixture of keywords, link juice and backlink strategies, you will manage to get a good rank on SERPs. Content is a powerful marketing tool. Backlinks are incoming links to your website from another site. They are an indispensable part of SEO and a prime ranking factor Google takes into account in their PageRank algorithm. A page with multiple backlinks from authoritative sources is more likely to rank higher. Pay close attention to how your results develop over time, and don’t be afraid to make changes when you need to. Search engine algorithms assess the relevance of your page to any particular keyword by the content on your pages.

While you’re at it, think about seed keywords

The meta description is what appears as the description of a blog post in search engine results. This is the text that people will use to determine whether or not your post contains the information they are looking for. Make sure you’re not giving away the entire scoop in the headline by providing a hook, which will entice the reader into clicking your search result for more information. When you are brought on to handle the SEO for a particular website, one of the first things you need to find out is which SEO activities have previously been attempted The reason social is such a natural extension of search is that it adds both relevancy and authority. Think about this: According to Nielsen research, 92% of consumers worldwide trust recommendations from friends and family more than any form of advertising. This is up from 74% in 2007.

You need more diversity on your pages

The link structure of the Web serves to bind together all of the pages that have been made public as a result of someone linking to them. Through links, search engines’ automated robots, called crawlers or spiders, can reach the many billions of interconnected documents. Having a mobile friendly website is an absolute must the last couple of years. Google introduced mobile friendliness as a ranking signal in April 2015 and since then everything on the Web is about mobile. Knowing where to find good keywords and the proper way to work them into a website’s copy is important, but it’s only a small part of Search Engine Optimization process. At the heart of your local SEO campaign will be building the number of listings you have. In other words, the amount of places you can add your business, and get a citation. Often it is assumed that only business directories count, but actually there are number of ways to expand your portfolio.

Establish intuitive information architecture

White hat, grey hat, and black hat are terms used to describe the type of SEO tactics used. White hat SEOs follow the guidelines of Google and other search engines. Grey hat SEOs aren’t afraid to bend the rules a bit, while black hat SEOs blatantly break the rules. Bold and italics can make your keywords stand out more with the search engines. Aside from offering users the best insights possible, high-quality content goes hand in hand with your backlink profile--a key element of SEO. The more links that you amass back to your website from other authoritative websites, the greater the likelihood is of improving the visibility your website receives in search engines. Gaz Hall, from SEO Hull, had the following to say: "Link Building adds a level of credibility to your website which just isn’t present without those links to reliable information sources backing up whatever claims you’re making back on your own website. Everyone knows not to trust everything they read on the Internet, but finding other sites saying the same things sure doesn’t hurt."

Google Ranking Factors

It is important that you select keywords that are neither too broad nor too specific so that you will not have a difficult time having it rank on Google. Term weighting refers to the importance of a particular search term to the query. The idea is to weight particular terms more heavily than others to produce superior search results. Many webmasters see Panda as a type of Google penalty—but it's not, really. Panda is a collection of measurements Google is taking of your web pages to try and give your pages a rating on how happy users are likely to be with those pages. While the Meta keyword and Meta description tags aren’t used as a ranking factor, Meta tags do still continue to have a use when it comes to SEO. The Meta keywords tag can be ignored but the Meta description tag should be used to help entice users to click on your page. A good Meta tag should be under 160 characters in length and provide a synopsis of the content on the page. Think of your Meta tag as a short elevator pitch that you can use to drive people to your website.