Once you’ve discovered your evangelists, think about ways to nurture and encourage them. At the simplest (and possibly most meaningful) level, find a way to thank them for spreading the word about your company. SEO success relies heavily on the keywords you choose to target. Do not try to avoid no-follow links completely. These links may have value in improving your search rank. Links from longer form, evergreen content (a 1,000+ word article that’s been popular for a long time) will be higher value than short, news-based posts.

Metrics aren't always important (and they can be harmful)

The real goal of SEO is to create authority; and the faster you accomplish domain or page level authority for any website, the faster keyword conquests are realized and achieved. Follow all the good on-page content and off-page optimization considerations, like fresh, unique content. Don’t overdo the keywords, prevent spammy backlinking etc. PageRank (PR) is an old Google ranking system that was publicly visible. You could see what the PR of a page or domain was and you’d know how powerful it was. Think of yourself as an asset portfolio manager, because that’s what you are. In the same way fund managers need to analyze company financial data and operational performance before making investment decisions, you need to analyze your SEO competitors to inform your investment decisions.

Why is citation consistency important?

Although there are many different "recipes" for gaining search engine rankings, most experts in the search engine optimization (SEO) field will recommend that website content should be a priority. Besides studying your web analytics data and using keyword research tools, there is another very simple research method: Use the search engine itself to do keyword research. 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. One of the first steps you take in a social media marketing campaign is claiming and filling out your social profiles with information about your company from your name and type of business to your address and phone number. This is indexable content and it can indirectly help your local rankings; many third-party review sites mine social media profiles for local business information, which they then compile into entries on their site.

It’s about relevancy, and relevancy only

An HTML sitemap (as opposed to an XML sitemap) is often mentioned as being useful for SEO. They certainly are if you use them wisely (and especially Bing seems to like them at times), but I like them even more for the fact that users like them a lot. Choose keyword frequency over keyword density. Because not all links are equal, you need to be very careful when you start a link building campaign. Build links for your business, for your customers, make them relevant and associate them with great content. Your users will be happy, Google will keep you in the search results and your business will grow. Gaz Hall, a Freelance SEO Consultant, commented: "Link building always paves the way for effective relationship building. Whenever any local publication writes about you (and of course, link back to you), you can establish a relationship with the author as well as the organization. It might lead to getting great results as you never know who that author is connected to."

Your SEO investment could amount to less of a result than you may have hoped for

Even after all of the changes with the search engine algorithms, inbound SEO links are still the biggest influence for search engines. The best way to create content that converts is to use emotion in your copy and evoke a desire for what you’re offering. Google is one of the masterminds in online searchability. Therefore, this search engine is an important gateway in helping your business be found through being searched for on the web. Your analytic tools can be used to find the keywords people search for that lead them to your website. The majority of these will be the shorter keywords but you can also find long tail keywords as well. These long tail keywords will likely be relevant to your website in some way or at least an area of it but probably won’t actually be keywords you’ve actually targeted.