Most SEO’s (and dare i say internet marketers) fall victim to optimizing too heavily for traffic, and not conversion. You never want to leave anyone (especially search bots) guessing what your content is about. That’s why you need to name URL paths using easy to understand language that spells out the content precisely. There’s a difference between desktop SEO and mobile SEO, but the goals are often comparable. You want to reach your audience and turn them into customers. In some ways, desktop SEO tactics also work for mobile SEO, but in a slightly different form. 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.

One element of your strategy should look at keyword density

Positive reviews are an important local SEO ranking factor that improves your business visibility on Google. Choosing a keyword-friendly domain name is crucial to the success of your SEO campaign. Search engines will index a domain name that is also part of the page title and website description faster than a domain name that bears no relation to the title of the site or content on the site. Since Google views every URL as a unique one, every copy that is found will cause your content to be considered thinner. If it does not already exist, thin content is easy enough to prevent.

Focus on ROI Instead of javascript

Take a look at which sites are currently winning the front page for the phrase you are hoping to win. Then, go ahead and link to a few of them within your own content. It can be within the body of the text, or you can include a few links at the bottom with a “More on This Subject” type of call to action (CTA). It may seem like this could lead eyes to a direct competitor, but don’t be afraid to break the mold and link to them anyway. Overusing keywords or keyword stuffing is a big NO. Overusing keywords can result in high bounce rates, and put off potential customers from engaging with your content. If you repeat your keyword multiple times in a paragraph, it’s not going to be fun or engaging for the potential customer to read, and as such they might click off your website and look elsewhere. If you only share your site’s content, this could be a negative in the eyes of your audience. We’ll dive into many of these situations within this chapter so that you’re fully prepared to avoid duplicate content across your entire website.

Understanding authority sites

This means you should ensure the website providing inbound links to your website are high ranking websites to receive the most benefit from these links. If you are getting links from a site that has high PageRank with many other links pointing to it then those links will boost your site's popularity. The Google algorithm incorporates hundreds, if not thousands, of signals when determining where pages rank for a search. Knowing which factors carry the most weight and optimizing accordingly can be the difference between success and failure. According to SEO Consultant, Gaz Hall: "Don’t overstuff your page with keywords and phrases, while shoe-horning in as many variations as possible. Instead write something a reader can genuinely engage with and enjoy or learn from."

The truth about SEM

SEO guidelines have been changing over the years. Focusing on user intent can help you as a business owner to optimize content based on ‘intent’ unlike before when you were optimizing content solely for SEO. It can help you build content marketing strategies around intent. Search engines can quickly scan for pages that are likely to match a search query. Information gathering is so crucial in research; gather it and then tabulate it.