Your online presence goes way beyond your site. The problem is that we tend to forget how our online footprint may extend to all the different platforms we may try out at some point and then abandon. Any way of getting more customers to be aware of your company is important – particularly when they are looking for a product or service like yours. That is why search engine traffic is ideal. You can pay for ads at the top of search engine results and in various places on the web, but only 18% of clicks in search engines go to these ads because many customers are savvy enough to skip them. SEO can help a growing startup establish its presence and meet business goals. Improving visibility and driving traffic are nice, but the most important goal is to achieve the goals of your organization. For most organizations, that means generating sales, leads, or advertising revenue.

Exhibit altruistic behaviour to build trust

Search Engines are not humans. They do not read your content; they just evaluate it, based on text, language analysis and other factors. If you use the right mixture of keywords, link juice and backlink strategies, you will manage to get a good rank on SERPs. Content is a powerful marketing tool. Websites that receive many inbound links can be more likely to rank higher in search engines. Basically, inbound links tell site crawlers that your website is an authority on a certain subject -- so the more inbound links you have from high quality, high authority sites, the better your website can rank in search engine results pages (SERPs). Focus your time and energy on big-picture items that influence your SEO. These begin with the all-important user experience, great quality content, and relevancy to your website. Of course, the mechanisms that tell search engines about your site are crucial; quality subject matter comes from the depth of your content, your social media signals, your backlink profile, technical issues with your site and your internal linking to other relevant pages. It is imperative that website owners and site developers engage in user testing. Without actually measuring what users are doing when they visit a site, one can’t possibly know how a website is performing.

Stay Alerted to Your Competitors’ Backlinks and Mentions

How do you find people who value SEO enough to pay your prices? The only way unethical SEO techniques are ever going to be eradicated is when Google themselves get clever enough to work out how to tweak their algorithm to ensure these tactics no longer work. Don’t get me wrong. Google have come a long way during the past few years in stamping out unethical SEO spam but they are far from ensuring none of it works. Link building is all about getting a link from another site back to your own. In order to do this you need to research what is out there. What you are looking for is websites that are relevant to you and your location. This is called “local link building”. You can also look for those that are just relevant to your company. Another valuable way to improve your domain authority is by getting other people to link to your website and your content. That takes time, some strategic networking, and a little ingenuity.

Leverage the work your competitors have already done in landing links

People spend very little time engaging with content. Spend a little time thinking about how you can get inbound links for your website. Write informative, high-quality blog entries and share them on social networks. Another great way to get inbound links is to write blog entries about current events or news. This will increase the probability of getting links from media outlets or opinion shapers. Ensuring that your piece of content explores the topic fully across many relevant sub-topics, and doesn’t only provide a thin/generic answer, will help with discovery and perceived value. Gaz Hall, an SEO Expert from the UK, said: "Every website page, including your blog, should have at least one call-to-action above the page’s fold -- in other words, don’t make your website visitor scroll down to see the call to action. Calls to action can help SEO by creating an internal link on your website to a specific landing page. Most calls to action are images; therefore you can optimise the image filename and alt text for the primary keyword you’re targeting on the page."

Try, test, repeat

Sites that promote “thin,” low-value content run the risk of being penalized by Google; they also tend to have high bounce rates and low conversion rates. Search engine optimization has significantly changed in recent years much to the amiss of Google’s guidelines Too many links, and it seems like your content relies too heavily on outside content; too few links, and some readers may question where you’re getting your information. You can use off-page optimization to improve your website’s reputation and authority. This depends mainly on inbound links. Off-page optimization involves measures which ensure that good-quality, relevant backlinks are created in the long term. This is also referred to as “link building.”