Expect increased conversions, particularly those from visitors who arrived via organic search. When it comes to getting visitors to your site, you want to grow your audience and also keep them coming back. Successful SEO requires a thorough understanding of the business itself. We all know that when it comes to link building, we aim for the authority links in the first place. But they’re also the hardest to land.

Create great content that people want to link to

Keywords and link building are no longer as impactful as they once were; now, it’s all about creating valuable content. Google and other search engines are switching gears to focus on the relevance of the information you provide on your site. The “bots” that determine your site’s search engine ranking are crawling the web in search of sites that are conversational and have valuable content. (Not to creep you out, but Google’s system is critiquing your site like an extremely intelligent superhuman would.) Search engines have been tailored to predict the intent of customers, which explains why some searches have features such as local 3-packs, featured images or videos and Quick Answers. Understanding the intent behind searches allows marketers to create content messages and formats that will most likely appeal to customers. Once visitors are on your site, an important goal is to keep them on your site. You don’t want your visitors immediately bouncing back to Google once they have read something on your site. If you’re a business, it may be a good idea to start a blog on your website. Not only will this keep your site up-to-date with fresh content and encourage repeat visits (and increase the frequency of search engine crawlers), but also show that you’re a relevant, trustworthy business.

The Truth: SEO and content marketing overlap. A lot.

A breadcrumb is a row of internal links at the top or bottom of the page that allows visitors to quickly navigate back to a previous section or the root page. Many breadcrumbs have the most general page (usually the root page) as the first, left-most link and list the more specific sections out to the right. A well-structured and easy to read site allows search engines to navigate successfully. Considering the user experience for your customers before you build your site makes this process much simpler. Making content 3-clicks-away is advised, if users can’t find what they’re looking for they’ll return to Google. Keywords should never be used to try to trick or mislead human beings or Google spiders.. This means using keywords that do not exactly describe the contents of your page, repeating a keyword over and over in a way that in not natural (known as “keyword stuffing”) or using any other black hat SEO tactics (like keywords in a white font on a white background) are all off limits. SEO is a long-term strategy, so it sometimes takes months before you start seeing results.

Featuring an adequate number of high-quality links

Creating content that consistently drives traffic to your site is a win; however, not all traffic is created equal. The challenge is finding a balance of content that is interesting, sustainable, and relevant to your business interests. People continually say that SEO is dead and that trying to rank in Google is futile. Then you get a sales pitch that points you to a social media product or some other type of paid traffic gimmick. Your SEO efforts are really only as good as the experience you’re creating for your target persona. That’s why great SEO needs to work in tandem with great content. Gaz Hall, an SEO Expert from the UK, said: "Keyword research can help you discover new content opportunities, while it can also improve your existing content."

Review the landing page for the keyword phrase that lost traffic

Organizations should take many factors into account when pursuing an SEO strategy. It’s hard to imagine that just 10 years ago, SEO was a discipline governed by blackhat marketers whose sole objective was to increase rankings and drive traffic. Long story short—it wasn’t pretty, and Google didn’t like it. A good place to look for keywords is your internal site search. Offering visitors a search box within your site is good for users but also good for you, because it collects search query data. One part of SEO many have heard of is keyword research. After all, every time we use a search engine, we’re using a keyword (the name is a misnomer, most keywords have more than one word in them!)