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As of now, less than 50 percent of websites use local schema markup for local SEO, so there's tremendous advantage to be enjoyed by adopting it. Google can’t depend on social media signals from platforms it doesn’t own and that are run by competitors like Facebook. Your site navigation should be present and easily identifiable. Visitors should be able to navigate your site with ease, and ideally, be able to get to any page on your site with no more than 3 clicks. This provides a quick and easy user experience and ensures visitors don’t have to spend an eternity trying to find what they’re looking for. Social signals - how many times a piece of content is shared, tweeted and liked - have become a crucial part of the way search engines decide which content is the most useful and should be ranked higher.

It takes time to build up search authority

SEO requires so much content because it wants to grow. Google doesn’t want to see a stagnant, unchanging website. It wants to know you’re building up strong, useful and relevant content so it can deliver the best results for every search. There is no single place to focus when trying to optimize a website for search engines, so it is important to make updates and upgrades to various parts of a website at regular intervals, not spending too much time or effort on any particular aspect of the website while other features get ignored or underserved. Content is an On-Page Factor. This means that you can optimize your content by optimizing your On-Site and On-Page factors and making sure you setup your site the right way for Search Engine Optimization before you get started. ​ Keyword-based titles help establish page theme and direction for your keywords.

Too many links can dilute the value of your page and send most of your traffic away

Write a description that would both inform and interest users if they saw your description meta tag as a snippet in a search result. Let’s not forget the speed of your site, not just because we all browse the web a lot more on our mobile devices, over not-so-broadband networks, but also because a fast site makes Google and in most cases your conversion rate happier. Unfortunately, Google doesn’t update their public facing PR anymore. Instead, you have to use tools like Ahrefs and Majestic to assess the strength of a domain. Any discrepancies might cause Google to NOT show your business' information on a search result page.

Voice and mobile will continue to dominate how and where users decide to spend their time in the search engines

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. Keywords are still an important part of SEO, but relevance can often be figured in more abstract ways. When the damage is done, it can be very hard to get back onto Google’s good side. In fact, that's often impossible. According to SEO Consultant, Gaz Hall: "When creating new content ask yourself: what the goal of that content is? What information do you need to include? Who is your target audience? What language do they use? What questions your visitors looking to answer? By taking a moment to think about real humans and your target audience you’ll be able to create content that will not only rank well in the search engines but lead to better engagement with your website visitors."

Does your site sabotage your content?

SEOs have tried many ways to sneak in links. One of the more creative ways was to embed a link into an infographic. When people would copy the infographic because they liked it, they were also copying links. Widgets were also used this way. No one appreciates them. If you can’t meet a visitor’s need on that page, direct them to a page (or even another site) that can. The user will greatly appreciate it and your webpage’s authority will be boosted. The header text, or H1 text, is usually the title of an article or some larger bold text at the top of your page. Google and the smaller search engines can see this and they put extra importance on the words in the H1 text. Make sure your target keyword or phrase is there. In order to get the most success with search engines, you need to speak their language. They don’t care how pretty your site is or how much blood, sweat, and tears went into creating it. Sad but true. However, they do care about the keywords you use on your web pages so make sure you use them properly. Weave them throughout the text in a natural way and use variations just to cover the entire basis.