Placing ads in front of potential customers has traditionally been one of the easiest ways to introduce your product to the world, but things have changed a lot over the years. While traditional advertisements still have their place, companies no longer have to rely on a chance encounter to get their products in front of their customers. Google’s emphasis on links is the most significant area of overlap between its organic and local ranking algorithms. You shouldn't feel comfortable using robots.txt to block sensitive or confidential material. One reason is that search engines could still reference the URLs you block (showing just the URL, no title or snippet) if there happen to be links to those URLs somewhere on the Internet (like referrer logs). Your website pages must have strong calls to action that make it easy and tempting for search engine traffic to take the next step in the business relationship. Without that, your SEO spending is wasted. Here are tips for crafting strong calls to action:

Basic off-page SEO factors to look for when gaging your competition

Too many links, and it seems like your content relies too heavily on outside content; too few links, and some readers may question where you’re getting your information. Search engine spiders typically attempt to access your site a number of times each day. If they try to do so during a period when your hosting server is down, the attempt will of course fail. If this happens too often, your site will be flagged by the search engine as unreliable, which of course affects your ranking. Join popular online forums and post valuable comments and discussions with links back to your site. This can get others to do the same if they like what they see. Keyword research is a critical component for search engine optimization because when used correctly it provides a road map for both the design and execution of building websites and developing content.

Finding Long Tail Keywords

Most tools you use to build websites make it super easy to add important image tags, like alt tags. Both search engines and humans (those who look at a web page’s code) can read the information in image tags. It’s just one more way to include relevant info on your website. The Google search results page is a beautiful menagerie of links and blurbs and information and value, and any advantage your content can get in order to rank higher is worth pursuing. Google authorship is a clear advantage. With authorship, you receive a boost in visibility, clickthroughs, and influence, and you get ownership over what you create. In link analysis, search engines measure who is linking to a site or page and what they are saying about that site/page. You’ve got to understand that authority, niche-specific and generic blogs that publish related content can do the same.

The first indication should be structure

An authority website doesn’t necessarily have to be one of the usual big publishers. If you’re a niche website or blog with high quality, relevant content, you can be as highly regarded as any other source. 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. If you run a small business, gaining exposure and driving traffic to your website is probably a key part of your marketing strategy. If you’ve got a brilliant website, but you’re not getting as much interest as you’d like, stepping up your SEO campaign could prove to be a game-changer. Gaz Hall, an SEO Expert from the UK, said: "Generally speaking you don’t want orphan pages (those that aren’t linked to by other pages), nor do you want an overly-messy link structure."

Search volume

Domain authority is more insightful than PageRank because it’s measured on a scale of 0-100, but it’s not perfect. One of the problems international businesses continuously need to address is identifying themselves as “local” in the eyes of the search engines. Reviews tell what other people, your customers, think of your product. If you respond to reviews, you show your (potential) customers that you care about their opinion. By limiting your SEO efforts to Google, you might be missing out on some great opportunities for small business growth.