From an SEO perspective, I never treat a piece of content as ‘complete’. There is always room for improvement with updates, additional information, and various other things that can make it more useful to visitors. Most businesses understand the importance of — and the general idea behind — search engine optimization, the practice of getting a website URL to appear at the top of a search results page in order to make it easier for customers to find and use a business. But the deeper into the mechanics of SEO you get, the less clear best practices become. SEO takes time, resources, and money if you outsource. You need to go into this journey expecting to spend time working on SEO for the long-term. Google has made it apparent that site speed matter in search rankings, and today, with a bigger emphasis on the user experience than ever before, site speed will continue to be a critical ranking factor.

Technical aspects of search marketing

Anyone with a site that provides useful content and has the right network can now drive organic traffic. Typically, people visit Google to help them solve a problem or they’re looking for a specific product. You can use your blog as an informal platform for giving insights into your thought process as it relates to your business. You can review products, offer personal opinions (be careful, of course, to avoid serious controversy) and answer questions. Even if your blog readers aren’t ready to purchase your products or services, they’ll be more likely to turn to you when they are. Go through all your pages and look at your titles. Are you making the most of your keywords? And are they as interesting as possible (and suitable)? Each page needs a unique title tag, and tags should be 65 characters or less in length.

Simply put, people don’t know what they don’t know

When website copy contains a wider variety of terms and keywords all relative to the same topic, it appears more natural, resulting in higher rankings. The content flows naturally, more like a conversation you might have with someone. Standard engagement behaviours on SERP results, such as click-throughs and time on page, can be an indicator of freshness and relevance. 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. Blog comments are a great way to promote content, diversify anchor text and build out a natural link profile.

The Value of a Keyword

Technical SEO refers to the technical aspects of on-page SEO like site speed, indexability, and mobile responsiveness. The term “technical” can turn a lot of people away from this aspect of SEO. Don’t let it scare you! It is not nearly as intimidating as it sounds. Google guidelines are very strict and sites operating outside of current recommendations can receive a Google penalty. SEO needs to be done correctly and in competitive arenas it should be considered a long term investment. If anyone contacts you promising page one positions in the short term – they lie! Don't fill your page with lists of keywords, attempt to "cloak" pages, or put up "crawler only" pages. If your site contains pages, links, or text that you don't intend visitors to see, Google considers those links and pages deceptive and may ignore your site. We asked an SEO Specialist, Gaz Hall, for his thoughts on the matter: "It should be clearly understood that the purpose for Press release is to share some newsworthy content about your product, brand or company with the interested and intended parties. It should be considered more of a branding or credibility tool more than a tool for building links."

Toxic links and their cure

You should also monitor trends to see what popular long tail keywords people are searching for and make sure you monitor social media as well. There are numerous ways to monitor trends you can use Google’s own Trends search tool, YouTube’s keyword search tool and there’s many more methods you can use as well. Figuring out which keywords you should focus on to get the most traffic to your site can be rather daunting. For many people, it’s hard to assess their chances to rank in the search engines. The backlinks you want pointing to your site are natural, authentic, industry-related and authoritative. Like many of the other parts of the page targeted for optimization, filenames and alt text (for ASCII languages) are best when they're short, but descriptive.