You may begin with top-level, aggregate numbers, but you must drill down into specific pages that can improve products, services, and business sales. In some cases on-page coding issues can impede the ability of a website to rank well in search engines whilst in others there may be issues with duplicate content, poor server configuration or poor site architecture. Identifying and fixing potential issues like these is essential for any website to be successful online. When you delete a page (or post) from your site, you delete one or more URLs too. That old URL, when visited, will usually return a 404 not found error. But is that what you wanted? Maybe that page should be redirected somewhere. With the proliferation of smartphones, tablets and e-readers, more people prefer using their mobile devices for searching the web and consuming content. Brands need to keep their websites up to speed.

Build local relationships with content creators

Content creation and distribution is essential for SEO. Content is about much more than what's on your website. It's necessary to build your online real estate and create content that will improve visibility across the web. An SEO campaign without content is severely limited. Instead of willy-nilly linking to pages from site-wide elements, like the top navigation or the footer, consider the value of the pages that you intend to throw in the navigation. Try to limit your sitewide links to only the 20 percent of your pages that are the most valuable, and pages required for a good user experience. For some businesses a point in the right direction is all that is needed, for others that have had an audit carried out they may just need keeping on-track. Dependant on your requirements this can range from analysis of your site and advice given over the telephone to a visit to your premises and coaching given directly to your in-house team. CTR gives some insight into how likely potential visitors are to actually click on your site in the SERPs.

Use social media to find content creators in your niche

Utilise existing relationships with suppliers, partners and even customers to get links to your website. For example, if you sell a supplier’s products see if they have a section on their website that lists places to buy their products or distributors and ask if you can be added to this list. Other sources of links are industry specific directories where it makes sense for your business to have a listing. For sites “with just a few things to mark up,” Google also offers a tool within Search Console that allows a site owner to quickly click-and-drag to apply structured data. If you have plans to be in business for more than five years, you need to invest in SEO. You likely won’t see an immediate impact, but it has the potential to be the best return on investment for your business. SEO changes quickly. Information that was true six months ago, may not be true today.

Duplicate content checks

Ever wonder how to pick the perfect keyword topic for your blog or website, or find one that will have the most value? Most SEO strategists and content creators focus on, at best, two of the eight dimensions they should analyze when creating a keyword strategy for a website. Much like other SEO strategies, keyword research has evolved to a level that goes well beyond “how many people are searching for a topic.” It now includes many more variables that help define how much value a topic will bring to a website. The most recent ranking studies show that getting your website higher on the SERP involves more factors rooted upon relevancy than previously exposed. The pages which contain the most relevant content to each query are now appearing higher in the search results. If you have too many keywords stuffed into your domain, this can be viewed as a spammy tactic that Google can pick up on. Gaz Hall, an SEO Expert from the UK, said: "It’s OK to do promotion to tell people about your content, but if you can only get links by offering money to people or other big incentives, then you’re likely doing it wrong. One of the best ways to get links is to publish original research. That’s not that hard to do. Find out a question that people have in your industry and then do something to answer that question with data."

Get traffic, get conversions

The activity generated by social media suggests that your website is trustworthy, worth sharing, currently important to people, and is being referenced as a valuable resource. Search engines won't notice changes to your site instantaneously. Google and Bing offer search tools to help you manage your site's search presence. Create profiles for your business (and include a link to your website) on major directory sites such as Google My Business, Yelp, Angie’s List, Yellow Pages, and other listing resources associated with your industry. Your website is your primary marketing hub. Make sure the content is great because you’ll convert more customers and Google will like this as well!