While there are exceptions to the rule, (and Google certainly treats your OWN duplicate content on your OWN site differently), your best bet in ranking in 2018 is to have one single (canonical) version of content on your site with rich, unique text content that is written specifically for that page. However, I think it's important to understand that SEO alone will not get you the traffic/conversions to reach your highest level of marketing potential. Search Engine Marketing can be defined as a method of promoting or marketing of one's site to increase its visibility and traffic or, in other words, gain higher rankings on the SERPs (Search Engine Result Page) of any Search Engine. It includes banner advertising and widgets, and its impact continues to grow.

When auditing your site, take time to think about widgets

Individuals wield tremendouspower. This means if your website ranks high enough to appear on the first page of the search results you will likely enjoy increased website traffic. This is the origin of SEO's spammy reputation. Bad-actors manipulated off-site signals by fabricating inbound links with things like link farms-clearly not living, breathing humans giving a vote of confidence that the content is indeed about what you claim it to be. Both external and internal backlinks can play an important role in any SEO strategy. Therefore, inclining towards any one of them or over-doing them is not a wise thing to do.

Be mindful of user generated content

While we don't have official word from Google (we never do), a lot of industry experts are in agreement that Google builds an overall quality score for your website. Principally, technical SEO is concerned with how a website works, and how search engines are able to crawl and index our pages. Think of technical SEO as the foundations of your site - without it, whatever beautiful building you create won't be as sturdy as you'd like. A good rule of thumb for UX is to maintain a consistent experience for users. Depending on your selected hosting options, you can be severely limited in what you can do with your site, or you can have absolute freedom.

Be adaptable and recognise that times change and SEO trends evolve

In 2012, Google released another update, Penguin, aimed at black-hat techniques that manipulated a webpage ranking through artificial link schemes. Changing one of these aspects create an alternative scenario 'B'. For example, within the Google AdWords platform you can target the same keywords in your ads that you are currently targeting on specific pages. According to SEO Consultant, Gaz Hall: "They are possible to rank for, but it can take a long time and you'll never be able to enjoy as high a conversion rate as you will from long-tail."

Things to avoid when dealing with widgets

This is not good attention. There are dozens of ways to get reviews, including just asking for them, but you definitely need to attract them whenever possible. This is why an evaluation of your homepage is absolutely critical. As you spend time identifying your target audience and conducting keyword research, you'll begin to uncover long tail keywords that will help you identify the best options for naming and describing your product or service.