One thing’s for sure though, Google is getting smarter. It’s now much harder to take shortcuts or to pull the wool over its eyes and cheat your way to the top – you have to earn your place. Be under no illusions, advanced SEO is a full-time job. However, there are critical fundamentals that can greatly enhance your organic position and ultimately, your organic revenue. If you want to rank in Google you have to make sure that you’re using the right keywords for every page. One of the biggest mistakes I frequently encounter is that site owners are optimizing for too generic keywords. The glitz, the glam, the glorious design elements that make your website look like a million bucks … When contemplating a website redesign, it’s easy to focus only on those features that are appealing to the eye. But to ensure your new site will truly resonate with your target audience (and to save yourself from some major headaches down the road) you need SEO to be ingrained in your redesign strategy from the very beginning.

Google and other search engines often do not use the meta description of web pages

A good trick is to dig into your Google Analytics to see the top visited pages on your site. I’m sure you don’t need me to tell you that analyzing the link profiles of your competitors is one of the best ways to find backlink opportunities for your website. Audit your site using tools such as Google’s PageSpeed Insights or Pingdom’s speed test to quickly compile a list of options to help give your site a little more zip. You may even need to review your hosting service if it’s holding you back… How do you ensure that you’re not just optimizing pages for keywords or topics, but rather optimizing for intent as well?

Broken links are a waste of your crawl budget

The more visible your content is on social media, the more chance that people will share it via blog posts, forums, social bookmarking sites, and other avenues, naturally increasing your link profile. Sometimes the best way to get links is not to ask for them. That doesn't mean you should sit back, do nothing and wait for links to appear. Spend time creating content and making your site as attractive and easy to link to as possible. As you’ve probably identified at this point, SEO is incredibly detailed. But, it doesn’t need to be complicated. As search engines like Google continually improve and try to show the best results they can to users, their focus is to provide quality and relevant results. As Google continues to prioritize the user experience in its algorithm, this data can become critical. It’s one thing to provide a list of items that generally lead to a better user experience (like we did above), but it’s another thing completely to be able to address extremely specific elements of that experience.

What is the relevancy of the content between the linking page and your target page?

Catering your search engine optimization strategy efforts only to the Google algorithm will probably lower your search results. At the same time, focusing only on the users will ignore some of Google’s page rank algorithm which will keep your page from ranking as well as it could. In order to rank highly in SERPs, the search engines must see your website’s content as being trustworthy. On-page content is a critical component of on-page SEO. Content is what the search engine crawlers need to associate your page with a set of keywords and/or key phrases. Without it, crawlers are left in the dark as to what your page is about. We asked an SEO Specialist, Gaz Hall, for his thoughts on the matter: "Long tail keywords are essentially longer more specific keywords that tie in directly to your content. For example, if you are selling woman’s shoes on your eCommerce website. The main keywords would likely be: “ladies shoes”, “woman’s shoes”, “girls shoes” and other similar words."

Google always prefers the website that loads quickly

The absence of a hard and fast definition of content allows for cross-genre experiments. Infographics, explainer videos, vlogs are products of such experiments. Visual images entertain users whereas written content provide them with new information. Infographics, which is the cross between the two, do both. The same applies to explainer videos. 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. ​ A redirect chain occurs when there is more than one redirect between the initial URL and the destination URL. When a URL is redirected, it should have a single 301 redirect in place. Optimizing page titles for search is best done finding a balance between volume and intent.