Digital marketing professionals understand the importance of SEO and the need to implement a proper strategy. However, only defining what those keywords are isn’t enough to improve your website’s search engine ranking. There’s a debate as to whether or not this really matters. Saying your prayer before going to bed, in the hopes that Forbes or the Washington Post will link to you, won’t get you anywhere. If your content is hard to scan, meaning it contains long sentences and paragraphs, it's likely that your visitors won’t stick around. Chances are, they’ll go to your competitors to find content that’s easier to consume.

How does Googlebot render your pages?

If you were to build a house and the foundation was in terrible condition, you’d have a lot of issues, regardless of how nice you decorated the interior. The same is true for SEO. You need to have a great foundation on your website. 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. Build a unique contact page for each location that you operate and mark up your location information in Schema.org. Analysing a competitor’s recurring backlinks will quickly give you a feel for their regular content promotion strategy, and an invaluable insight into their ‘inner circle’ of sharers/linkers.

Establish intuitive information architecture

To be a part of the party, make sure your business website uses structured data markup. You should definitely be using canonical URLs with keywords and a relevant directory structure that also includes keywords. You should also avoid using too many page variables after the URL. Google has drawn conclusions about user-behavior in search, realizing that searches prefer to see a variety of media formats for a given search query. Well-written content is also far more likely to generate backlinks - links from other websites directing people to yours. This will boost your sites ranking in search engines, ensuring that the content people are being directed to is of a high standard.

You have to go above and beyond what you're currently doing if you want to get that long-tail traffic back

Prove that you are trustworthy by connecting as closely as possible to high authority sites. Use structured data to further explain your topics. Diving straight into the internet without any clear game plan is time-wasting, dangerous and more often than not, a futile attempt to rank any website for maximum targeted traffic. It’s all very well to know what problems you can look for and fix to improve the stability of your rankings. However, as with everything, prevention is better than cure. Once you’ve identified and fixed the SEO elements causing your problems, whether they are issues described in this post or otherwise, you owe it to yourself and your business to create a proper SEO plan for your website. Gaz Hall, from SEO Hull, had the following to say: "SEO and user experience (UX) go together. A solid SEO strategy based on careful analytics analysis will boost your website’s search results rankings which will result in more eyes seeing your website. A good user experience will lead to more users visiting, staying on and converting on your website."

Use Quality Page Meta Title & Descriptions

A breadcrumb is a row of internal links at the top or bottom of the page that allows visitors to quickly navigate back to a previous section or the root page. Many breadcrumbs have the most general page (usually the root page) as the first, left-most link and list the more specific sections out to the right. Webpages on HTTPS had positive correlation with higher rankings. Regardless if you already work, live and breathe the internet or if you’re just about to craft your online presence, there’s one magic term that you’ve probably heard of – SEO. According to research by Google, smartphone users have a higher buyer intent than desktop users. They’re focused and ready to buy. It’s your job to be there when they are looking for your products.