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Don't feel obligated to purchase a search engine optimization service. Some companies claim to "guarantee" high ranking for your site in Google's search results. While legitimate consulting firms can improve your site's flow and content, others employ deceptive tactics in an attempt to fool search engines. You can signal relevancy of your content to search engines by using keywords for your image file name, alt tag, title, description and caption. As a part of mobile searches, voice searching is also on the rise. It can be much easier to search by speaking into a phone than by typing. But what effect does this have on local SEO? Companies using local SEO will need to think about their keywords for voice search. Once Google goes mobile-first they’re going to consider the mobile version of your page the “true” version. That hidden content is going to be 100% ignored by Big G.

Optimize your content around a topic, not around a single keyword

Search engine optimization (SEO) is a term that gets thrown around a lot. It is no longer a hip, mysterious thing. Many people know what it is and numerous large companies already have a well-developed SEO strategy in place. First and foremost, the content on your website must be well-written, free of grammatical errors, and 100% unique and original. Content must read smoothly and give visitors the information they are searching for. The number one rule is to focus on your website visitors first. Give them remarkable content that invites them to stay on your site and visit several other pages. Content is more than an article, it can be anything from an infographic, stellar image, video, street views of projects, or a power point presentation – be creative. Search engines “see” this behavior (user engagement, lower bounce rates, higher time-on site etc), and they reward your site for it with better quality metrics and higher rankings. Google alone uses over 200 different signals in order to rank web pages and these signals change based on the type of content, industry, user intent, and other factors. There is not a one size fits all approach to SEO and what works for one business may not work for another, even if they’re in the same industry.

How can this help your own website?

SEO is an invaluable strategy for one’s business and should not be ignored. Be patient and look for logical processes, not magic. Most tools you use to build websites make it super easy to add important image tags, like alt tags. Both search engines and humans (those who look at a web page’s code) can read the information in image tags. It’s just one more way to include relevant info on your website. Basically, there are three main types of keywords: generic, broad match and long tail. Each of them attract a bit different types and amount of traffic. The safest and the most effective strategy is to mix those types of keywords in order to get different variety of traffic. Instead of putting a lot of effort on optimization, it is better to take more time creating top-notch content.

One or more methods?

The total number of backlinks can often include many links from the same referring domain or multiple referring domains. It’s common for referring domains to link back to your content if it is relevant, authoritative or useful in some way to their own domain. As touched upon before - backlinks are simply links from other websites directing viewers to your site. Search engines love these. While your company may have a budget too small to implement a broad range of SEO services and strategies, investing in one or two things is a great start. It is certainly better than not investing at all in internet marketing. Gaz Hall, an SEO Expert from the UK, said: "Links from a diverse range of websites is good, many links from a single domain to your site (especially if it’s one of the very sites linking to you) can be seen as spammy."

Getting SEO to take off can take time and patience

Sitelinks can be a little bit of a double-edged sword: even if you can get Google to display them, they might not necessarily be the links you would have chosen to display. SEO tools are a necessity to any SEO campaign. They can save you time and provide you with valuable insights into your own and your competitor’s websites. Needless to say, learning how to use these tools is extremely important. The canonical URL tells you / Google what the source of a page is. As Google has become quicker in catching webmasters who use unethical SEO practices and has implemented harsher punishments for offenders (lower rankings or banning of websites, etc.). Some companies desperate for improved search rankings have found ways to hack into the websites of competitors and implement some nasty strategies on those sites.