Your SEO efforts are really only as good as the experience you’re creating for your target persona. That’s why great SEO needs to work in tandem with great content. There are many other items which can affect a website’s search ranking, including all of the following: keyword research and implementation, back links, link building, content, directory submission, competitor analysis, optimization both on and off of the website in question, and still more variables. Instead of looking for one-off guest blogging opportunities the entire time, look for opportunities that could win you regular contributions to a single blog or your own column. These links look very natural, you can get multiple high quality links a month, and if the blog has a decent audience, you'll send a bit of traffic through those links too. If you have different sections of your site, or domains for each country, enter each one in the relevant directories: Google Places, Bing Business Portal, or any other directory that’s relevant to your region.

Do an audit of your existing site

Positive reviews are an important local SEO ranking factor that improves your business visibility on Google. Meaningful content that operates as part of a wider digital marketing strategy, with the likes of social media and blogging all playing a part, is now key. You can think of importance as a way to determine which page, from a group of equally relevant pages, shows up first in the search results, which is second, and so forth. The relative authority of the site, and the trust the search engine has in it, are significant parts of this determination. 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.

Natural building blocks for your site

Backlinks from relevant sites in your niche will be worth significantly more than ones from irrelevant sites or webpages. Some people believe that links from competitors for the same search position as you are worth more than others too. In the past, Google’s algorithm was not quite clever or sophisticated enough to ignore the poor quality links these techniques garnered but that is changing. The Panda and Penguin updates represent perhaps Google’s most aggressive attempt to clean up its search results and in turn, this is having a major impact on the approach that needs to be taken to link building in particular. Information Architecture allows people and search engines to better understand the content structure on a site. Although SEO is not a cure-all for businesses, it can fit into a company’s overall business strategy in several critical ways

Keywords are no longer necessary for high rankings

The days of stuffing keywords into bad content and having it rank are long gone. Now your content needs to focus on your target persona and your keywords need to flow within the content. It’s also important to know what kinds of link-building strategies to avoid, so that you don’t waste your valuable time and effort doing something that can make Google sandbox your site (remove it from their search engine). Appropriate use of headers are not only helpful to the reader in structuring and breaking up content, but they also let Google know what the key information on that page is and what is most important. Gaz Hall, an SEO Expert from the UK, said: "Google historically has looked for ‘exact match’ instances of keyword phrases on documents and SEO have, historically, been able to optimise successfully for these keyword phrases – whether they are grammatically correct or not."

Do a spring cleaning

Think of SEO as one small part of a much more cohesive marketing strategy. Panda and Penguin are algorithm updates by Google, focused on serving more quality websites in their search result pages. Panda focuses on thin content and banners, among other things, where Penguin checks if the links to your website are natural links that make sense. Follow all the good on-page content and off-page optimization considerations, like fresh, unique content. Don’t overdo the keywords, prevent spammy backlinking etc. Understanding how search engines work is an important component of SEO. The search engines are constantly tuning their algorithms