Information Architecture allows people and search engines to better understand the content structure on a site. Google recognizes that a site might have two versions on the same page (web version and printer friendly version), and this duplicate content is actually meant to make for a better user-experience, and not trick the search engines. Links within long-form, evergreen content are also more valuable than links in short, news-based posts. Natural, relevant links to your site from reputable websites is what takes you to the top of Google. There are many ways to go about getting your site linked.

Study your competitors’ linking profile

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. So what type of website would get the highest quality ranking? According to Google, the highest quality websites have a super high-demonstrated expertise, talent, authoritativeness, or trustworthiness on the topic. Search engine optimization (SEO) is the process of generating more organic (i.e. free, natural) traffic from sites like Google, Bing and Yahoo. The more you focus on Google and doing the right thing for website visitors, the more you’ll win at SEO.

Have a Site Map and Text-only Navigation

Have you ever monitored the viewing pattern of people visiting your website? This is the pattern in which people view, in this case, websites. Nothing is worse than arriving to a site and finding content with keywords strategically (and awkwardly) positioned throughout. Your site navigation should be present and easily identifiable. Visitors should be able to navigate your site with ease, and ideally, be able to get to any page on your site with no more than 3 clicks. This provides a quick and easy user experience and ensures visitors don’t have to spend an eternity trying to find what they’re looking for. The secret to building a blog that gets crazy backlinks, ranks for awesome keywords and makes you money on autopilot?

Make that list bigger!

A title tag tells both users and search engines what the topic of a particular page is. The title tag should be placed within the head tag of the HTML document. Ideally, you should create a unique title for each page on your site. 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. The Google search results page is a beautiful menagerie of links and blurbs and information and value, and any advantage your content can get in order to rank higher is worth pursuing. Google authorship is a clear advantage. With authorship, you receive a boost in visibility, clickthroughs, and influence, and you get ownership over what you create. Gaz Hall, from SEO Hull, had the following to say: "For certain types of product and business, SEO sometimes won’t be as successful in generating a high ROI as Google’s paid-advertising platform, AdWords. "

The first indication should be analytics

Overfed with countless advice making things look simple and obvious, webmasters often rely on their intuition, common sense, or gut feelings when it comes to SEO… and they often fail. Guest articles are a good way of improving your branding and getting high-quality backlinks. This area of offpage optimization has more to do with editing and PR. So you should look for publication channels that would be a good fit for you to write guest posts. A shallow, highly crawlable link structure is critical to getting all of your content indexed—follow good information architecture practices. By incorporating backlinks to reputable sources and optimizing your internal links, you can quickly raise your website’s domain authority from the teens to the forties or so.