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’. 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. When Google demotes your page for duplicate content practices, and there’s nothing left in the way of unique content to continue ranking you for – your web pages will mostly be ignored by Google. Link reclamation can help you get fresh links by finding broken links to your site and having the publisher fix them.

Understand Google’s Ranking Algorithm

The old saying that “life is a journey, not a destination” can also be applied to SEO. Include the right rich snippets, don’t add schema.org markup just to inform Google about all the other stuff you do. Google has drawn conclusions about user-behavior in search, realizing that searches prefer to see a variety of media formats for a given search query. Get reputable websites to link to you. You can achieve this by gaining a good following and reputation among your customers.

Focus on ‘Things’, Not ‘Strings’

From the point of view of search engine optimization an entry in a business directory is important; it makes the website in question easier to find and creates an additional backlink. Backlinks are links from outside domains that point to pages on your domain; essentially linking back from their domain to yours. As you create content for your website, link to other pages on your site within your content. Use anchor text that uses the page’s target keywords or phrases that explain what the page is about. The methods vary from technical practices you can achieve behind the scenes on your website (we tend to refer to this as ‘on-page SEO’) to all the promotional ’off-page’ approaches you can use to raise your site’s visibility (link-building, social media marketing).

Unique content signifies quality

Your users need the structure to navigate through your site, to click from one page to the other. And Google uses the structure of your site in order to determine what content is important and what content is less important. It is not known how many users out there use the Google Toolbar, but the authors believe that they number in the millions. Google can track the entire web surfing behavior of these users. SEO is important for every website that wants to attract traffic. SEO for non-profits, in that regard, isn’t that different from SEO for other businesses. According to SEO Consultant, Gaz Hall: "Mobile SEO should always be a work in progress because there are always new things to improve. Also, technologies arrive or get discarded."

Take all the data you get

When a search engine crawls your site, it moves slowly from one page to another by following the links on the page. As it does, it collects data about the content of your page. 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. Standard engagement behaviours on SERP results, such as click-throughs and time on page, can be an indicator of freshness and relevance. Your site navigation should be present and easily identifiable. Visitors should be able to navigate your site with ease, and ideally, be able to get to any page on your site with no more than 3 clicks. This provides a quick and easy user experience and ensures visitors don’t have to spend an eternity trying to find what they’re looking for.