Audit your site using tools such as Google’s PageSpeed Insights or Pingdom’s speed test to quickly compile a list of options to help give your site a little more zip. You may even need to review your hosting service if it’s holding you back… Readability has never been more important. If you’re not familiar with this term, it refers to how easy a piece of copy is for the average reader to get through. Over the years I've seen webmasters and SEOs being concerned over boilerplate content, such as repetitive legal disclaimers or navigation on the header or footer of your pages. But Google time and time again has said they can handle it and they don't penalize for this type of content. Rather than targeting a broad audience, local SEO is about chiseling down and honing in your reach to target a specific group of people living in a certain area. It’s all about making the most of the existing relationships, communities, and consumer ties.

Localise as many elements as you can

Google can’t depend on social media signals from platforms it doesn’t own and that are run by competitors like Facebook. Looking at a website’s backlink profile can tell you a lot about their marketing activities and help you to understand why, where, and how they rank. SEO helps to ensure that search engines can locate, index, and serve your website’s content to visitors in an efficient manner. Search Engine Optimisation is the process of designing web pages, writing content and building a network of links back to your website in order to rank at the top of a google search results page. The goal is to bring your page in front of your target market. This kind of search traffic is known as 'organic' and it is the most desirable google traffic because it's FREE! (well unless you are paying a blog content writer!)

The myth of free and fast traffic

The job of an SEO specialist doesn’t stop with a couple of website tweaks and a few links scattered around the internet. Instead, the specialist has to be on the ball, constantly looking for trends like those noted above and finding new ways to maximize website traffic. A picture can be worth a thousand words, they say. Well, when it comes to online marketing, a single image can be worth a thousand links! Like desktop content, mobile pages need to load fast. Slow loading pages rank lower in Google results. Google has a handy tool called PageSpeed Insights that will tell you how fast your pages are on both mobile and desktop browsers. Writing a good title tag should read more like a newspaper headline than a bunch or keywords, so keep it descriptive, but of course, still with keywords included. There are many different opinions on the ideal length of the title tag, but most agree that 110 characters should be the minimum.

Appoint Professionals

Longer search phrases are the natural progression of the Internet population boom. As more and more information is placed online, it becomes increasingly difficult to find exactly what you're looking for. Using heading in your page structure can have a big impact on searchability. Search engines use the headings to index the structure and content of your web pages. Pick a list of words relevant to your business. Then create separate lists of these keywords for each country. Focus on “long-tail keywords” -- keywords that are very specific to your business and the products/services you offer. For example: marketing is a broad keyword that will be hard to get traffic for, and inbound marketing software is a long-tail keyword with less competition that will be easier to get traffic for. We asked an SEO Specialist, Gaz Hall, for his thoughts on the matter: "Pagerank retention is a myth – it’s not possible for your site to ‘leak’ link juice by having more external than internal links"

Horses for courses

Remember the good old days of SEO, when all that you really needed to have “valid SEO content” was a certain number of words crossed with a certain percentage targeted keywords and punctuated by a few words linking to targeted pages? I think it's good to have lots of content on the website given the 'long tail' nature of searchers' keyword queries. To keep search engines from ignoring your site, only use original content. Copying and pasting product descriptions from your merchant’s site may save you time, but it will also lower your site’s page ranking. To assure your page rank remains high, take the time to write your own content. If you don’t have time to write, hire a copywriter to create original content for you. While developing your mobile site, you’ll have three options: responsive design, dynamic serving and a separate site on a subdomain. Google prefers responsive design. This way, you have one site that adapts to the device it’s used on.