Google alone uses over 200 different signals in order to rank web pages and these signals change based on the type of content, industry, user intent, and other factors. There is not a one size fits all approach to SEO and what works for one business may not work for another, even if they’re in the same industry. While search engine bots are scanning websites for indexing purposes, they also look for links to other websites. The more high-quality inbound links the website has, the greater its link authority. In theory, every inbound link counts as a positive recommendation for a website. However, it is not the quantity of inbound links that plays the biggest role for search engines; it’s quality. In today’s rapidly shifting world, SEO techniques can change on a dime—and the worst part is that you might not even know it. Hacks that could have won you a front-page result last year are not only obsolete now, but they may even hurt your website’s rankings. While variety is the spice of life, changing things up too much on your website won’t help it rank in search engines. Of course it’s important to regularly refresh and update your content—in fact, it’s vital, but making too many changes all at once will certainly impact ranking stability.

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

For those seeking to sway public (or private) opinion about a particular topic, SEO can be a powerful tool. By promoting ideas and content within the search results for queries likely to be made by those seeking information about a topic, you can influence the perception of even very large groups. The biggest and most obvious “no-no” is the buying of links. You should never pay for a link. Ever. These are old “black hat” link building tactics that were common in the past, but are now an immediate sign of trouble on the horizon. 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. Using bucket brigades is one great SEO strategy to increase user experience, according to Backlinko. These are simply words and phrases that keep people engaged.

What worked a few years ago is now irrelevant.

Although traditional advertising can still play an important role in marketing, for small businesses with limited budgets, local SEO can be a highly effective, low-cost alternative to other paid marketing methods. Duplicate content isn’t necessarily a bad or wrong thing, apart from in the above example where it’s just straight up theft. If you tried to optimize an article for a certain keyword, but it’s getting more traffic for a different variation of that keyword, then go back in and re-optimize it for the new keyword. You’ve launched your new website, ready to welcome crowds of new customers. But, if no-one finds your new website, how will they see what you have to offer?

Adopt a flat website architecture

If possible, secure your site’s connections with HTTPS. Encrypting interactions between the user and your website is a good practice for communication on the web. Some SEO professionals have been predicting the demise of links for a several years. But there’s little evidence to support this trend so far. Brands are generally most interested in gaining follow links as opposed to no-follow links because they help to increase ranking positions. But there’s a problem that has come from this. For some time now, brands have been incentivising bloggers to add unmarked paid for follow links – which is against Google and ASA guidelines. According to Gaz Hall, a UK SEO Consultant : "It’s not as easy to make a site easy to crawl as you might desire. There is an immense difference between a 10-page Website and a 10,000,000-page Website. The search engine will determine how many pages it crawls and how often it crawls each page. The SEO specialist’s job is to give the search engine as many reasons to crawl a page as possible. In other words, search engine optimization works by managing and improving crawl."

A few tips how to create engaging conten

Outliers are the actual reason why we study average and median numbers separately. Quite a few pages rank for an enormous amount of keywords, which drives the “average” numbers up. If you are working out an SEO strategy, you should split it into two parts: on-page SEO and off-page SEO. On-page SEO refers to all the measures you can take effect on your own site. These measures make it easier for search engines to find your website, index it, and understand and classify your content. Offpage SEO covers issues which are external to your website and ensure an inflow of high-quality inbound links. In the coming times, content from social media such as Facebook, Twitter and LinkedIn will gain more importance on the SERPs Google has thousands of ranking factors and sub-factors that go into their algorithm and we could talk about them all for hours. Understanding the most important SEO ranking factors will get you on the right track fast and let you understand what your primary focus should be when optimizing for your website or blog.