A DoFollow link is a link which passes on “link juice” to the website it’s linking to, which is essentially a vote or point to the linking site. The alternative is a NoFollow link, which passes no link juice and does not help you rank. Parallax design is a website design approach that’s been used for several years now and takes its name from the concept of parallax movement. Instead of linking from one entire webpage to another, the visitor moves up and down on the same webpage. Keep your descriptions under 150 characters to avoid a trail off (…). This shows visitors that you have intentionally put up an informative and helpful description, opposed to the randomly generated one that Google pulls for non-optimised pages. As Google continues to improve its ability to deliver hyper-local results, it is critically important to have complete and accurate data in one’s Google My Business profile.

Redirection is an excellent way to let search engines know when a page has moved

Google does not work only the way it used to work, and as a result, this impacts a lotof websites built a certain way to rank high in Google. With website analytics, you can hone in on your audience, identifying things like their interests, demographics, language, locations and behaviors. Understanding these elements can help you improve your website content. When Google scans your site for information, it no longer pulls out the keyword phrases it thinks are relevant and pairs them to user queries. Instead, there’s an intermediary step. Google interprets the data on your website, and begins to form its own conclusions about what your site and your business really deliver. If that seems a little spooky to you, you aren’t alone — Google is becoming exceptionally sophisticated. Metadata is what appears on search engine result pages (SERPs) when a website comes up for certain queries. It includes the title of the page and its meta description.

Search engines quickly remove sites that won’t load from their results

Links are still incredibly important, even in this day and age. Anyone is looking for high-value links from relevant sites in their industry. These days, directory links are unlikely to generate a torrent of traffic but they're a good way to build external links to your site. Additionally, links from specialized directories in your niche will bring in a steady stream of targeted visitors and help reinforce the topic of your site with Google. A sitemap is a file that tells exactly how crawlers should crawl your website. For example, if there is a page that does not get linked to your website but you still want the crawler to crawl it then you would simply include it in your sitemap file to tell the crawlers that there is something important there. A great way to up your SEO in a general sense is to regularly update your site with quality long-form content. This could be in the form of a video, a podcast, or more commonly, a blog.

SEO feels like a foreign language

After the emergence of major updates, like Panda and Penguin, search optimizers have thrown around the term “penalty” to scare SEO novices into thinking that one simple mistake could instantly tank their site’s rankings. SEO today is increasingly driven by natural language search, that is, people doing searches that are more like normal questions than two or three keywords. Prioritize keywords and phrases, plurals, singulars and misspellings. Gaz Hall, an SEO Expert from the UK, said: "Google is getting better and better at recognizing content that truly is useful to people."

Outbound links

Your SEO writer and SEO expert should be able to communicate with each other and work together to ensure the content aligns with your goals. Producing content for search engines is also content marketing, list building, and relationship marketing. To rank locally it is critical to set up a Google My Business Account. Once you have signed up and submitted your business details you will be sent a post card in order to verify the account. You should be selective and ensure you pick the most relevant categories to your business, add photos and write up a unique description. Keyword selection requires its due consideration. You do not want to select a common, albeit popular, keyword featured in various other contents as it dilutes your visibility. Conversely, you do not want to choose a keyword that is so vague that your content becomes almost non-existent for the users.