The job of an SEO specialist doesn’t stop with a couple of website tweaks and a few links scattered around the internet. Instead, the specialist has to be on the ball, constantly looking for trends like those noted above and finding new ways to maximize website traffic. In the eyes of Google, you’ll earn a higher authority by having a better-functioning site, such as one that’s optimized for mobile devices, loads quickly, and has an optimized internal navigation structure. Even after all of the changes with the search engine algorithms, inbound SEO links are still the biggest influence for search engines. Machines are writing stories and that is often something Google is not a fan of.

Do you have an SEO strategy for this year?

Content marketing is the process of developing unique content that is useful for your target market – often without selling whatsoever. To increase your CTR, create a custom description that describes what your page is about and what the reader can expect to get out of visiting your page. You also want to include your target keyword. Think about the searcher’s intent when crafting this description. Most people look at SEO the wrong way. They look at ways to do the least amount of work for the greatest initial return, when in fact, it's quite the opposite. Be careful not to include links within content that lead directly to the desktop or mobile version of a page. Even if the user will be switched to the correct URL based on their device, Google sees these types of links as a bad user experience.

On its own, content does nothing for your business

Take an aspect of your niche that people find difficult and create the most comprehensive tutorial there is on the subject. In the early days of SEO, it was the quantity, not quality of links that mattered. “Link building” consisted of mass spamming and buying of links, online directory submissions, building bad links, mass commenting on sites and blogs and using automated link bait. One of the most common problems that I hear from people looking to learn more about SEO is that they don't know what information to trust. A page that doesn’t meet the needs and expectations of users will never achieve strong user signals. Because it’s not answering the right questions or providing the right information, users will quickly abandon your page in search of a more useful one.

Creativity will take courage

Google has placed an increased onus on trust in recent times. If Google trusts your site, it means your site is more resilient and also tends to ranks better. Even though it is not a surefire indicator of ranking potential, I still hold that it is important to first look at competitor’s DA when starting your SEO analysis. In my opinion this will allow you to gain at least some initial visibility into your ranking potential. Google scores ‘fresh content’ that’s updated regularly in a different way to a news article that doesn’t change. Gaz Hall, a Freelance SEO Consultant, commented: "As Google continues to prioritize the user experience in its algorithm, this data can become critical. It’s one thing to provide a list of items that generally lead to a better user experience (like we did above), but it’s another thing completely to be able to address extremely specific elements of that experience."

Web page optimization

It’s generally accepted that using copyright notices and legal disclaimers can be seen as a positive sign by Google as these will make your website look more professional and more like a ‘real business’. The biggest challenge with SEO is that it’s ambiguous territory—but you shouldn’t let the uncertainty get the best of you. Understand that almost every marketer is exactly where you are now. Everyone’s trying to figure out SEO’s ‘hidden secrets’ with little direction. While an exact-match domain can still rank as well as a traditional domain, they are at a higher risk for being marked as spam and are viewed as being less trustworthy. In the same way a landscape architect needs to understand the elements of the property he is designing for in order to achieve the goals of the project, you need to understand how your website stacks up to your competitors, what gold (or iron) may be underneath the surface, and how your surrounding environment can impact the outcome of your campaign.