Maybe the most fascinating thing about search is how quickly and regularly it changes. What we’ve covered here today may be replaced by something entirely different a few years or a few months from now as technology continues to evolve. SEO specialists believe strongly in the value of backlinks, hyperlinks on third party sites that point back to your site. There is no doubt that Google values legitimate backlinks highly in calculating a website’s position. The goal of search engine optimization is to have the search engine spiders not only find your site and pages but also specifically rank the page relevance so that it appears at the top of the search engine results. Doing so will dramatically bias outcomes in your favor.Keyword Research — Avoid at Your Peril
Instead of focusing on what you do or what you sell or why you’re awesome, instead focus on why your customers should care. You need a clear strategy on your most profitable keywords. You also need to determine whether you need a strong focus on your local market or if you should be targeting keywords nationally. Google is pushing towards more and more personalized search results, so in order for you to perform well, you’ll have to ensure that you provide a better user experience that keeps people on your site. To fully make the most of local SEO, you need to ensure that all of your content is pointing to your target areas.Be Mobile Friendly
Web pages must contain a minimum number of words, feature targeted keywords and highlight local modifiers to ensure they appear prominently in relevant, organic search results. Google has come out and said that HTTPS is a confirmed ranking factor. That said, they haven’t actually confirmed how much this impacts search rankings. Today, obtaining links is much more than just link building; it’s a part of a content marketing, strategic marketing, public relations and social media effort to get in front of the audiences that matter most. Search engine algorithms will surely crawl video content directly instead of just crawling the text based content surrounding the video. This will gradually phase out the effectiveness of using “clickbait” to draw more attention to the video.Follow an on-site SEO checklist
Google is looking for authoritative sites that are actual businesses that are getting legitimate visitors to their site. The authority of the domain is important and it needs to be addressed in any walkthrough of SEO. The best practice for internal linking is to think primarily about the user experience. Organically link to assets in a way that streamlines the buyer’s journey. We asked an SEO Specialist, Gaz Hall, for his thoughts on the matter: "Clearly, keywords are important. They always have been and they always will be. Search engines like Google want to know that a piece of content is obviously about a specific keyword."Avoid duplicate content
Google reported an incredible hike of the key search term ‘near me’ in recent years, showing that customers are specifically looking for local sellers. When it comes to commercial search terms, winning the ‘near me’ battle could bring you a ton of relevant traffic. On powerful social media sites, the hyperlinks you include in your posts don’t get counted as a link that will help improve your backlink profile. Also, on a lot of websites, they’ll have what’s called a “no-follow” link. Designing your website with mobile users in mind will give you the best chance at converting the traffic that search engines bring in. 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.