Use social media networks to promote other people’s content as well as your own. People generally know if you’ve taken action on social sites to help them, and if they see that you’ve helped them, the chances of them helping you out in return are much higher. How well written your content is and how much it brings value to the searcher is paramount to its success on Google's SERPs. Google wants to ensure that the sites it serves up in search results are relevant and up-to-date. A site that hasn’t been changed in two years is never going to do well. How you’ve worked in the past won’t be how you work in the future. That’s because the SEO practices that have long been the norm are now being seen in a very different light. From the threat of Google de-indexing sites to legislation breaches leading to criminal charges, the search practices of brands, agencies and bloggers are in the spotlight.

SEO Errors and How to Remedy Them

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. Why are links so important? Firstly, links are the connecting paths of the internet, the primary way to move from one site to another. Secondly, a link from one site to another acts as a citation – evidence that the target site is useful or interesting in some way. Search engines view these citations as a sign of authority. Most SEO’s (and dare i say internet marketers) fall victim to optimizing too heavily for traffic, and not conversion. Your keyword list should be a living document that you check and update at least once a month. Doing this will ensure that you are always doing keyword research and you will keep an eye on the keywords that are already ranking.

Use basic math to narrow down your search results

Websites that are popular and have a lot of links shared on social media tend to perform well on the search engines. These sharing signals are picked up by the search engines which look at the links being shared to help assess the popularity of a webpage and whether it is authoritative. Always ensure that your keyword or phrase appears in the first 100 words of your page, if not the first sentence. This is more important than keyword frequency. Since Google is the number one search engine in the world, it is the leader in determining which websites are the most relevant for search words and terms. For those seeking to sway public (or private) opinion about a particular topic, SEO can be a powerful tool. By promoting ideas and content within the search results for queries likely to be made by those seeking information about a topic, you can influence the perception of even very large groups.

Audit of your existing keywords

Many marketers will have seen a technical SEO checklist in their time. Any time a site migration is approaching or a technical audit is scheduled, a checklist tends to appear. I strongly believe that relevant links have a bigger impact on the algorithm. Optimizing page titles for search is best done finding a balance between volume and intent. According to SEO Consultant, Gaz Hall: "The search industry is constantly innovating, and it might seem overwhelming for marketers with limited time and resources to try and keep on top of developments. "

Why do links matter?

You can also build a reasonable idea of how many links you need, and how authoritative, in order to compete. To check out your competitors’ links, you can search for their most popular URLs with the link: command in Google. If you want to go further, use one of the many backlink tools to search for the most influential links – a good starting point is Open Link Profiler which gives you a lot of data for free. When Google scans your site for information, it no longer pulls out the keyword phrases it thinks are relevant and pairs them to user queries. Instead, there’s an intermediary step. Google interprets the data on your website, and begins to form its own conclusions about what your site and your business really deliver. If that seems a little spooky to you, you aren’t alone — Google is becoming exceptionally sophisticated. Remember, it takes 20 years to build a reputation and only five minutes to ruin it. Google only show sitelinks for results when they think they’ll be useful to the user. If the structure of your site doesn’t allow Google's algorithms to find good sitelinks, or they don’t think that the sitelinks for your site are relevant for the user’s query, Google won’t show them.