Google uses your meta data to interpret what your website is about and ranks the pages accordingly. While it is important to have your keywords within the meta data, it can be overdone and hinder the user experience, actually deterring people away from a page rather than enticing. This happens when your meta title and description is written for Google’s search bots rather than as a description for real people. One of the basic tools of the trade for an SEO practitioner is the search engines themselves. They provide a rich array of commands that can be used to perform advanced research, diagnosis, and competitive analysis. 80% of traffic to a website begins with a search query and 60% of clicks (to a site) are generated by the top 3 search results (on the search engine result page). SEO specialists believe strongly in the value of backlinks, hyperlinks on third party sites that point back to your site. There is no doubt that Google values legitimate backlinks highly in calculating a website’s position.

Technical aspects of search marketing

One of the biggest mistakes marketers make when redesigning websites is that they change their site architecture (create new pages to replace old ones) and do away with old website pages that they no longer want to include in their site. These “abandoned” pages might rank in search engine results pages or may have backlinks. One of the most time-consuming parts about link-building is actually finding places that will give you links. The link structure of the Web serves to bind together all of the pages that have been made public as a result of someone linking to them. Through links, search engines’ automated robots, called crawlers or spiders, can reach the many billions of interconnected documents. A webpage’s loading speed is very important for its ranking. Users don’t want to spend time waiting for a page to load; they want to see your content immediately. Webpages with high loading times have high bounce rates, and high bounce rates often result in poor rankings.

Quality Content

Google is looking to reward sites that offer a great experience on a phone. They even now have separate search results for phone users. How do we know if we are mobile friendly? There’s a handy tool to check. Test your site, and work with your designer to make the improvements needed to succeed in the mobile-first world of search. While there’s no denying the power of paid marketing channels such as Google AdWords, establish your organic presence and you will likely find your most profitable marketing channel. Longer sentences are hard to follow onscreen. When possible, break longer sentences into multiple shorter sentences. Look for pages that have excessive links. Google advises 100 per page as a maximum, although it is OK to increase that on more important and heavily linked-to pages.

Create great content consistently

First and foremost, the content on your website must be well-written, free of grammatical errors, and 100% unique and original. Content must read smoothly and give visitors the information they are searching for. Link signals tend to decay over time. Sites that were once popular often go stale, and eventually fail to earn new links. The amount of time and effort spent in pushing the content and links for a Website as close to the limit of what search engines allow in their guidelines is better spent creating unique, interesting, and helpful content. If the content were really that good to begin with there would be no desire to test the guidelines to find an advantage. According to SEO Consultant, Gaz Hall: "The content on your website must be unique and creative. It has to be relevant to your readers, and not published just for SEO purposes. To create relevant content, research the latest trends and write blog posts that are engaging. Teach your audience how to do something, and always update old content."

Use social sharing buttons as a matter of course

When optimizing for search traffic today, marketers can’t think just about rankings. They need to be holistic in their approach to the visibility and appearance of listings. Local SEO is, inarguably, the best bet for local businesses to grow big. Relevance is the key issue when choosing the right keywords. Keep in mind that the more specific and niche the keywords, the better. Once you understand what a user might be looking for when searching for a certain term, the next step is to tailor your content and on-page optimizations to fit the needs of the searcher.