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While your content marketing should be crafted carefully to meet SEO requirements, such as by including keywords, the success and popularity of your actual content will be the real force behind the rise of your web page in the search rankings. Top-ranking webpages in Google have shorter URLs. People tend to avoid advertising if they can. Erudite search engine users know where ad are placed in the results page. They know that people have paid to show up in those positions. They are more likely to click on organic/natural/merit based search results. Paid search results are considered advertisers, whereas organic results are seen as trusted experts offering the best information relative to their search query. As you gather intel on your website’s audience, the competition and commonly used keywords, it’s up to you to make informed decisions to determine which SEO strategies make sense for your business. Staying relevant is crucial to ensuring your website visitors are happy with what they find on your site — but don’t let staying relevant keep you from taking keyword risks and trying something the competition isn’t doing.

Links are similar to glue

The success of your content promotion efforts highly depends on the content you have created. If your content is not good enough, then you can’t expect significant results. A few years ago, a study found that only 4.8% of searchers make it to the second page of search results. Page 3? Only 1.1%. I suppose that’s why they say the best place to hide a dead body is on page two of Google. Analytics tools such as Google Analytics, Google Search Console, Ryte and HubSpot enable you to examine many important details about your website and its usage. For example, the HubSpot tool can identify which organic keywords are already driving traffic to your website. The same is true of Google Search Console, which is free. These keywords create a good base of core keywords and give you a list of keywords that you can use to measure the performance of your future SEO efforts. Another major change in recent SEO is Google’s Knowledge Graph, which first emerged around 2012 – this has increased the focus on Schema.org microformatting making content more simply deliverable.

Remember that anchor text of nofollow links is useless for your search engine rankings

Spam links often go both ways. A website that links to spam is likely spam itself, and in turn often has many spam sites linking back to it. Over the years many people have tried to game the system by creating content that is stuffed full of keywords in the hope that repeating their keyword phrases over and over again will in some way get them to the top spot of Google. While this tactic may have worked in the 90’s and early 2000’s it is time to put this to bed and stop creating content that is written solely for the search engines. These search engines have evolved and now recognise and reward natural language so the best piece of advice is to write naturally and for humans. Authority is created over time. It can't be rushed. Your website’s health will not only impact your SEO results but will also have a hand in how well you’re able to convert your traffic.

SEO is ignoring all the distractions to implement the basics

Learning search engine optimization can be overwhelming at first. There is a lot to wrap your mind around. But becoming proficient in SEO is definitely an achievable undertaking. The main text content on the page must be unique to avoid Google’s page quality algorithms. Make a list of the keywords for which you want to rank highly. Does the content you share on social media and your blog cover those keywords? Zero in on one or two of your most desirable keywords and find ways to make content under those keywords more shareable. Gaz Hall, from SEO Hull, had the following to say: "One of the most important steps when starting with SEO is to align it with your wider goals. It’s useful to set initial goals for what you want to achieve with your content to explore how to involve SEO in the process."

Who Really Has Time for SEO?

A local business competitor might not be your online competitor — welcome to a bigger game of tug-of-war. As you work to improve your SEO, it’s your ongoing job to stay ahead of the competition and detect emerging rivals as they climb the ranks. The clickable text for a link is another place to use keywords, and to help guide the user to their destination. As a result, Google respects good anchor text. Google Panda and Penguin stopped keyword stuffing in its tracks making it not just not ideal but counter productive. Especially for a new website, it is important to get backlinks as they help in the faster discovery and indexing of your site.