Being on Yahoo or Google’s front page for your respective niche is the ultimate goal of every site. This can be a very competitive market to break into. Most businesses understand the importance of — and the general idea behind — search engine optimization, the practice of getting a website URL to appear at the top of a search results page in order to make it easier for customers to find and use a business. But the deeper into the mechanics of SEO you get, the less clear best practices become. Every business needs a marketing strategy and so does a website. The best strategy to market any website is through SEO management. You’ve seen what links you and your competitors have. Now it is time to start building up your profile. As with any strategy, you need to set goals, and make sure it aligns with your overall marketing focus.

Each piece of content targets a single keyword

Anchor text can affect how Google weighs up links to your site. If linking to your homepage and referring to your brand, anchor text should just say your website or brand name. Links to your homepage that are more descriptive “leading experts in local SEO” can be seen as manipulative, so you want to avoid this. You want your page title to accurately describe what your page is about but you also want it to be “clickable”. Meaning, you want it to draw a searcher’s attention in a search result and entice them to click on it. On top of that, your page title should include your target keyword. When Google returns its search results, it produce two types of results: organic results and paid results. Organic search results most closely match the user’s search query based on relevance as deciphered by Google’s search algorithm. Also known as natural search results, ranking well in organic results for relevant and valuable search terms is the goal of SEO. If the content isn’t right, it’ll be hard to promote it effectively. It’s like creating a product that no one wants to buy. How do you promote something useless?

Is there a further shift towards user focussed factors?

Use a directory structure that organizes your content well and makes it easy for visitors to know where they're at on your site. Try using your directory structure to indicate the type of content found at that URL. If you are writing a blog for a brand-new website that has no authority, chances are that nobody will find this on Google. It is the equivalent of writing a great book but it’s not in any bookstores, so people can’t find it and therefore can’t read it. If you need search engine optimisation help for your small business website, consider working with an SEO agency or hiring an SEO freelancer. This can be a complex area, and it pays to get it right. Create profiles for your business (and include a link to your website) on major directory sites such as Google My Business, Yelp, Angie’s List, Yellow Pages, and other listing resources associated with your industry.

Google rewards backlinks that are more niche relative

The days of keyword “stuffing” are over, but you still need to keep your site pages optimized around one central idea and keyword. Search engines like Google, Bing and Yahoo use complex, evolving algorithms to call forth relevant results for search queries. And with trillions of web pages online, there’s a lot of competition. That said, there are a number of fundamental things you can do to make each page of your website more appealing to search engines. Does the website that is linking back to your website relate to your business? Make sure there is a strong relevance when acquiring backlinks. We asked an SEO Specialist, Gaz Hall, for his thoughts on the matter: "Adding endless pages of irrelevant content to your website won’t increase traffic. In fact, you’re actually erecting a STOP sign. The content that you publish needs to be relevant. Help people by providing valuable information. After all, isn’t your business trying to solve people’s problems, not create them? Quality content wins. Bad content, and a lot of it, will not help you."

Once you have someone click on your site, usability becomes your most vital factor

On-page content is a critical component of on-page SEO. Content is what the search engine crawlers need to associate your page with a set of keywords and/or key phrases. Without it, crawlers are left in the dark as to what your page is about. The difference between 10 years ago and now is Google puts a value on links and where they come from more than ever before. They measure the v​alue of links by the domains they come from and the pages on the domains they come from. Content needs to play a part in search engine strategy, too. The use of content on a website is powerful because it impacts search engine results while forming relationships with audiences. You should also monitor trends to see what popular long tail keywords people are searching for and make sure you monitor social media as well. There are numerous ways to monitor trends you can use Google’s own Trends search tool, YouTube’s keyword search tool and there’s many more methods you can use as well.