How SEO works for a big brand with an established reputation and a massive marketing team, PR agency and all of that stuff is very different to how SEO works for some local tradesmen with a low-end budget that has to catch up with the big boys. Every “vote” or link to your site helps determine the value of your site. However, it’s not just the sheer number of links your website gets. Google is increasingly understanding what content actually means, rather than just what it says You should not try to‘trick’ Google. Because they represent what a page is about, keywords should be incorporated into body text and Meta information in a way that is natural and subtle. If you’re doing a good job, the reader should consume your keyword phrases with ease like any other words in your content.

The Role of Social Media

Keyword research is still useful when trying to decide on the most interesting topics for your audience. Keywords can still be part of your content, provided that they are added in context and at the right balance. There’s no need to sacrifice the quality of your content to include more keywords, as keyword stuffing can lead to the opposite of the result you want. There is no one-size-fits-all solution for a search engine optimization strategy. Every company, whether large or small, needs to first set some specific business goals and objectives. From there, it’s possible to find your marketing opportunities and set a strategy that matches your current size and goals for growth. In a modern SEO world where the word ‘content’ is banded about on a daily basis by SEOs, there has been a move to create as much content as possible in a bid to win the ‘content war’. Create serious value by developing really well targeted 'content hubs,' or pieces of content that are highly engaging and serve a serious need that customers like yours need help with.

You have an opportunity to write something and rank highly in the SERPS

Every time a search engine finds your website next to your competitors, it tells them that your company is in a related niche. If your document appears in a search results page, the contents of the title tag will usually appear in the first line of the results. Coming up with great content is important to the longevity of any website, but finding the right “hot” keywords to use and implementing them in ways which look natural and read in a fluid fashion is just as important as coming up with a good article, blog post, recipe or other bit of information. To gain visibility across search engines (think 'universal' or blended search), as well as relevant blogs, forums, online media and social networks, whilst being compelling enough, where relevant, to be shared by the target audience.

Pay attention to Google’s official webmaster guidelines

One of my firm beliefs is that Google is becoming more and more ‘human,’ and should be treated that way. This means that in all your SEO efforts, you should consider the use for us human visitors first, and then check if that aligns with any SEO recommendations. If you were to build a house and the foundation was in terrible condition, you’d have a lot of issues, regardless of how nice you decorated the interior. The same is true for SEO. You need to have a great foundation on your website. I’d rather have a more relevant link with low authority. I’d hope that was better for traffic, but I’d not really expect it to have the same effect on rankings as a higher authority link with lower relevance. Gaz Hall, a Freelance SEO Consultant, commented: "Link to page relevance is if the link is relevant on the page; that is to say if the link makes contextual sense on the page itself."

Updating your SEO requires changes to your website’s code

Keyword research is an entire sub-discipline within SEO and it’s easy to go down a rabbit hole. Increase visibility to new content you create by sharing it on social networks and building links to your content (both internally and from external sites). As a rule of thumb, the easier you acquire a link, the less value it will likely have. You have to think outside of the box (link building is not just guest posting). Giving your personal opinion and opening up a little bit goes a long way towards creating rapport with your audience. Like many things, of course, don’t overdo it!