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It’s hard to imagine that just 10 years ago, SEO was a discipline governed by blackhat marketers whose sole objective was to increase rankings and drive traffic. Long story short—it wasn’t pretty, and Google didn’t like it. Although the role of keywords in SEO has changed greatly since the early days of search, with the evolution of long-tail keywords and natural language search, the humble keyword is still one of the fundamental building blocks of search optimization, and an important Google ranking signal. It helps the search engines quickly determine what the page is about. What SEO practitioners are missing is the fact that a highly-ranking search result that does not engage offers no value.

A good website brings boatloads of money into your bank account

The mechanism of a backlink is essentially a vote from another website to yours - a vote that says that your website is authoritative enough or trusted enough to link to. Effective Search Engine Optimisation is a time consuming task which requires experience and specialist skills. Many web site providers claim to provide a search engine optimisation service however extremely few UK websites are currently well optimised if their aim is to achieve page 1 SERPS. Depending on what visitors are searching, you will get the ranking sticking to the same position in some days and fluctuating with a wider range on other days. SEO moves fast. It’s an ever-changing discipline where what worked six months ago, might be completely out of date. However, there are some fundamentals that stay more or less the same.

Use Responsive Design

SEO isn’t an inherently spammy or unethical form of marketing. In fact, SEO strategies are more effective if you follow the guidelines set out by search engines. Don't be tempted by the huge numbers for broad keywords. With enough time and effort you might be able to rank for them, but you'd be battling large, established brands for unfocused visitors that might not even be ready to buy. Content is not only key when it comes to SEO, it also plays a vital part in guiding your customers down the sales funnel to make a purchase – and that’s why it’s so important to have a well-thought-out strategy in place. Now you know what you need to do to create a content plan that generates results. Although SEO is just part of the online marketing mix, it’s instrumental in boosting traffic to your online business. After all, most online shoppers start the buying process by using a search engine.

Bridge the gap between your content and your audience

In addition to your user experience, there are also a number of other factors that affect the usability of your website such as website load speed, server uptime, broken links, cross-device compatibility, learnability and clarity. By making sure your website is easy to use you’ll be helping to ensure that it can perform well in the search engines and will also help to convert your visitors into customers. PageSpeed Insights is a powerful tool to analyze the performance of your mobile site. It’s easy to use and gives you loads of insights into the loading speed of your site. Put in your URL and Insights will give you two scores: one for mobile and one for the desktop. You should also consider trying to rank for low-volume keywords that match your product perfectly. These are often long-tail keywords, which are short phrases. Gaz Hall, from SEO Hull, had the following to say: "Your website must be easy for visitors to use if you want them to stick around at all. That doesn’t mean there can’t be compelling and maybe even controversial content, only that it must be easy to find and access for the visitor who wants to see it. "

Drive traffic to a particular page of your website

SEO and content marketing both bring important elements to the online marketing table, and you need them both to really grow your business. It’s often a really big and complex picture that needs to have everything working together to deliver the best results. Removing the duplicate content can have a very positive influence on the rankings of your pages. So you want your site to be among those most relevant for the keywords relevant to your business. Ideally you want to be towards the top of the first page of the search results as people do not often look further than that. User experience is critical to SEO, so it may be a good idea to test how it affects the traffic to your site.