Setting the value of the "rel" attribute of a link to "nofollow" will tell Google that certain links on your site shouldn't be followed or pass your page's reputation to the pages linked to. Nofollowing a link is adding rel="nofollow" inside of the link's anchor tag. The main heading of your page tells visitors, including search engines, what the page is about. Heading tags let us mark up what is a heading or sub-heading on the page, and we can use the h1 tag to show the primary header. Most CMSs do this automatically. Try to ensure the key phrase is an exact match to what the searcher will type into a search engine. Natural language in search is becoming more prevalent, especially with the rise in voice search and Google’s understanding of natural language queries. Modern commercial search engines rely on the science of information retrieval (IR). This science has existed since the middle of the twentieth century, when retrieval systems powered computers in libraries, research facilities, and government labs.

Use URL structures that help your visitors

Rather than targeting a broad audience, local SEO is about chiseling down and honing in your reach to target a specific group of people living in a certain area. It’s all about making the most of the existing relationships, communities, and consumer ties. Google defines duplicate content as large blocks of text used across multiple pages, or even other websites, that are exactly the same or very similar. Simply put, you don’t want to use large blocks of the same text on more than one page of your website. All other metrics being equal, would you rather have a high-authority link with lower relevance or a highly relevant link with low authority? Excessive repetition of keywords, and using keywords that are irrelevant to the rest of your content, are likely to earn you a penalty

Links are not at all the same

If your site has a blog with public commenting turned on, links within those comments could pass your reputation to pages that you may not be comfortable vouching for. Duplicate content can appear on a website for different reasons. Sometimes the same content is accessible and indexed under different URLs. This makes it difficult for search engines to determine the best search result among the different URLs. The result is “cannibalization” in the rankings. The website cannot appear in top rankings since Google is unable to choose the best version. The readability of your content has to do with the simplicity of its language, the lack of grammatical or syntactical errors, and the sentence structure. Online readability tests allow you to learn the “reading age” someone needs to understand your content. Usually, companies do not understand the importance of a newsletter. If it is used properly, the benefits can be great. Publishing a newsletter will increase attention and awareness of your readers or clients. With quality and interesting content, you increase the probability of sharing it, thereby increasing traffic and the number of backlinks.

You'll usually find you optimize for important keywords naturally

The navigation should help the user browse the pages without problems. From the menu structure to the link structure and the page’s design, even a slight detail may impact the user experience. When you write headlines, it is not absolutely mandatory that you use keyphrases, but you get a decent bump in the search engines for putting them in headlines which are bolded with a larger font than the other text and capitalized. Building trust in the customer through your content is a must. Focusing on user intent helps do it. We write content for our audience. Until our audience trusts our content it is of no use. Trust helps get exposure for your brand. Use trust building words. Follow up what you say with facts. Gaz Hall, an SEO Expert from the UK, said: "Write locally oriented content: It’s one of the best things you can do to improve local rankings."

Link building – the definitive guide

.The concept of searcher’s intent is no new. We have seen the focus shifting from SEO to understanding searcher’s intent to provide better user experience. After the release of Google Panda and Google Penguin update, SEOs have started focussing on user experience rather solely on Search Engines. Review sites should also be considered in link building campaigns. These are the sites where your customers write about their experience with your products/services. Browser caching is about how a browser remembers / stores your website for faster visiting the next time you come to that website. Your site navigation should be present and easily identifiable. Visitors should be able to navigate your site with ease, and ideally, be able to get to any page on your site with no more than 3 clicks. This provides a quick and easy user experience and ensures visitors don’t have to spend an eternity trying to find what they’re looking for.