If you own a website that’s been around for a while, you should already be ranking in Google for a few hundred keywords. Knowing what they are is a perfect way to kick-start your keyword research. Successive Google algorithm updates have seen the nature of SEO change radically. Where once processes such as keyword stuffing – cramming words that are popular in Google searches into your website’s copy, whether they make sense or not – may have worked, now they can actually work against you. Google just needs evidence that what is on a particular website is relevant to it’s viewers. Stop using keywords in your titles. Why? Because if you don’t know how to optimize a Web page without stuffing your title, then you don’t know how to optimize a Web page. Titles and URLs are options, not requirements, in search engine optimization. Learn to understand and fully appreciate the difference between being able to do something and needing to do something.

Make sure you know exactly who you will target with your content

Google is better at working out what a page is about, and what it should be about to satisfy the intent of a searcher. Getting backlinks are important but if you get a ton of useless backlinks from irrelevant spammy sites or use “link software” then you’re doomed. In short, success in SEO marketing lies in adhering to good practice and avoiding silly mistakes. Offsite references, reviews, and social links play a role in how your content performs on search engines. Inbound links to your site are still important, and so is a logical sitemap with internal linking among pages. Amazon search and YouTube & Video search need to be taken into account, as search share of voice is given more to platforms other than Google.

Layout and formatting

The more you focus on Google and doing the right thing for website visitors, the more you’ll win at SEO. Search engines won't notice changes to your site instantaneously. Google and Bing offer search tools to help you manage your site's search presence. Inbound link-building is an important SEO strategy, and a great way to do this is to make friends with other relevant, local businesses so that you can share links and promote one another. Perhaps you could organise a community event together or work out some kind mutually beneficial offer for customers that will give you the opportunity to create links on your sites? Getting high-quality links from outside websites is key — especially if you can find a way to get .edu links. Google sees inbound links coming from websites ending in .edu as especially trustworthy.

Content builds brand awareness, your subject authority and expertise

The proliferation of smartphones and tablets mean more and more consumers will be viewing your website on the much smaller screen of a mobile device. For a good user experience, make sure your website is mobile responsive, rendering correctly on a desktop, laptop, tablet and smartphone. When determining the value of a keyword topic it’s important to understand what it will take to drive traffic for that keyword. Search Engines are not humans. They do not read your content; they just evaluate it, based on text, language analysis and other factors. If you use the right mixture of keywords, link juice and backlink strategies, you will manage to get a good rank on SERPs. Content is a powerful marketing tool. According to SEO Consultant, Gaz Hall: "Duplicate content is your website’s worst enemy. Google is very serious about penalizing websites with duplicate content, descriptions or titles."

Use Capital Letters To Highlight Keywords

Both Google and Bing take page-loading speed into account in their website ranking algorithm. Every site-owner needs to gather links and local business owners would probably benefit even more for good links. Search engine algorithms will continue to become more sophisticated. At its core, SEO is about user intent. Search engines, like Google, want to provide users with results that are relevant to their queries and offer the utmost value. Therefore, it’s no surprise that the best and most relevant pages are given higher positions on a search engine results page.