User-generated content (UGC) sites and communities are two of my favourite places to find untapped keywords. Content simply refers to the text on your homepage, your blog posts, videos you’ve produced, and any podcasts you’ve published. Focus on producing the best content you can – or pay someone to create it for you! Make it compelling, detailed, substantive, accurate and entertaining. Google only show sitelinks for results when they think they’ll be useful to the user. If the structure of your site doesn’t allow Google's algorithms to find good sitelinks, or they don’t think that the sitelinks for your site are relevant for the user’s query, Google won’t show them. If you create high-quality pieces of informative content on your website page-to-page, you will rank.

Be mindful of structure

The Internet is all about trends — what works phenomenally well to improve SEO one year, might fall flat the next. SEO isn’t a one-and-done type deal. It requires constant updating, tweaking, experimenting and testing. And with SEO being one of the highest returning investments you’ll make for your website, you’ll want to constantly measure its success to maintain powerful results. Through links, search engines use robots called crawlers and spiders to skim information, collect data, catalog content and make connections based on relevant information. As spiders gather together all this information, they break down, prioritize and sort related information using a process called indexing. Figure out how you want to be known, and how you'd like to be found online. Include related keywords but make sure the writing isn't just about keywords. Then, write with a voice that's recognizable and consistent. One thing you want to pay attention to is the speed of your future website. You can easily check that on websites like Google PageSpeed Insights, or Pingdom.

Online marketing is not a monarchy

There are many on-page elements that go into optimizing a piece of content for the search engines – such as title tags, keyword placement, using multiple content types, topic modeling, etc. You should ensure that the first paragraph or so of text on your web page is entirely relevant to what your site is about. Sometimes search engines take the first paragraph or first few sentences even of your website page and use that for their description of your web page. Also, in terms of the text on your web page it is often good to place limits on the length of how much text that you put on a web page. A suggested lower bound would be 300 words and an upper boundary of about 750 words. You won’t know how well or poorly your mobile strategy is going if the numbers are mixed in with the results and analytics of the desktop strategy. Text without headings is terrible to read. Headings and subheadings are the most important anchor points a reader has in the text. People tend to read those more carefully and use headings to determine what a text is about.

Move as much programming code as possible to external files

Once you have your on-page SEO sorted out and optimized, you will need to build backlinks to your pages to rank. Which articles and posts get the most clicks? Not surprisingly, posts containing countdowns and Top 10 lists are heavily clicked. Not only do they get an enormous wave of traffic when first launched, but they’ll continue to attract traffic for months and even years later. Keeping track of your backlinks is just as important as building them. That’s because SEO relies on the quality of the backlinks your website gets. The more high-quality links you have, the higher you will rank in Google. Gaz Hall, an SEO Expert from the UK, said: "Use Google’s Mobile-Friendly and Page Speed tools to ensure your website converts the most mobile visitors possible, and make it easy to contact you from the top and bottom of every page."

Use keywords wisely

Make sure you optimize your content with the right key term. This way, Google spider can index and serve your content to targeted search users. If the wrong people are hitting your website, it's all for nothing Google likes to pretend that great content, and great websites, will naturally acquire links. But for 99.999% of businesses, that’s terrible advice. Images, videos, slideshows and audio act as a signal of quality content to search engines… after all, you have put in the work to make your content look good and interactive!