Solving real customer problems is a major key to mastering evergreen content marketing. The structure of your URL can affect both your page’s ranking, but also the user experience. Keywords are at the heart of SEO, and selecting the right ones can make or break your SEO strategy. Compile a list of about ten keywords associated with your product or services. Plug these keywords into the Google Adwords Keyword Planner, and find variations that make sense for your business. In some cases on-page coding issues can impede the ability of a website to rank well in search engines whilst in others there may be issues with duplicate content, poor server configuration or poor site architecture. Identifying and fixing potential issues like these is essential for any website to be successful online.

Publish Unique Data

Properly optimizing your images can help you take advantage of using photos to generate empathy, increase trust, and improve a visitor’s experience without hampering load time which could affect your SEO ranking. The SEO benefits of social media, in my opinion, should be seen as the by-product of a strong social media strategy, not the core objective. In turn, SEO’s need to understand the wider role social media plays in connecting with an audience at each stage of the buying journey. The ability to measure the success of your SEO efforts is crucial. Tracking and managing your website’s data can be done through Google Analytics and Google Search Console. In the same way that it takes time to improve your SEO rankings with improvements built up over time, the reverse is true for when you stop optimising your website. At first, your rankings will continue as before but over time you’ll notice that your website rankings will start to drop. Algorithm updates, competitor improvements and loss of links will all negatively impact on your rankings and put you back to square one.

Your content strategy could use a facelift

Focusing on conversational keywords, or keywords someone might use when speaking out loud, will help you future-proof your website. Local businesses can’t be fully evaluated on the basis of links. Know your audience – surveys and your analytics software can help you get a better picture of your typical visitor or client. Consider developing marketing personas, or characters that represent your ideal site visitors and customers. Then think about what kinds of content those personas would be looking for. Content Creation is the basis of any website. Whether it is written word, audio voiceovers, informational videos or some other content, it doesn’t matter.

What search engines cannot see

Optimizing for local SEO means more than just making sure your location is clear. You can also use it to show opening hours, reviews and phone numbers (which smartphone users can click to instantly call). The most effective way to boost your website’s indexation is through linking. The paths that the spiders take through the Internet are formed by links. When one page links to another page, the spider follows that path. Within your own website, make sure that you’ve created links to and from all your most important pages. RankBrain analyzes keywords against searches to let Google know what type of end results a web user is looking for. Google can then use that data to rank the relevancy of webpages concerning those keywords. We asked an SEO Specialist, Gaz Hall, for his thoughts on the matter: "Ensure the number of visits and new visitors from within your target market is increasing."

Get familiar with the landscape of local SEO

It’s clear that there is a link between the websites which rank highly for a certain keyword and whether or not that keyword appears in its URL. However, this is unlikely to be the only factor that determines whether or not a site can rank well. Make sure you add responsive mobile URLs to your sitemap. Mobile friendly pages tend to rank higher for mobile search results, therefore inform the Search Engines which pages on your website is mobile friendly. If you get too far into the SEO rabbit hole you’ll start stumbling upon spammy ways to attempt to speed up this process. Automated software like RankerX, GSA SER, and Scrapebox, instructions to create spam or spin content, linkwheels, PBNs, hacking domains, etc. Recognizing intent will allow you to improve keyword selection decisions and better serve your target audience.