85% of people searching on Google are clicking on the organic search results

Content marketing is about creating content that will help Google to find your site and posts and to ensure you rank highly in the search engine results pages. While this is a powerful and useful effect though, it's actually only one part of what content marketing is about. Another major change in recent SEO is Google’s Knowledge Graph, which first emerged around 2012 – this has increased the focus on Schema.org microformatting making content more simply deliverable. For sites “with just a few things to mark up,” Google also offers a tool within Search Console that allows a site owner to quickly click-and-drag to apply structured data. If your already-designed website is not mobile friendly, it may be quite costly to make the site responsive. Responsive is the term for a website’s ability to adapt visually and operationally to a variety of dimensions and properly display on various handheld devices.

Cost should not be your only consideration

High-speed keyword research is keyword research that’s focused on quickly assessing which words are most viable to optimize website texts for. Without doing proper keyword research, your content SEO strategy could well be completely worthless. Figuring out which keywords you should focus on to get the most traffic to your site can be rather daunting. For many people, it’s hard to assess their chances to rank in the search engines. Your target keywords should be in the H1 tag. Your H1 however can be different from the title tag. It doesn’t have to be – you won’t be penalised for having the same title tag and h1 tag for a web-page (after all, most CMS generate this automatically) – but varying the keyword phrasing of both can increase your chances of appearing for different search intents. Data analysis should be the cornerstone of your SEO efforts. Assess how customers access your site, what they do when they get there, and where the primary exit points are.

What Keywords Are Not

The reality is that, for many businesses, 10-20 high-quality links will lead to top rankings in short order – sustainable rankings will last for years. The technology used on your website can sometimes prevent Google from being able to find your content. Rich media (Flash, JavaScript, etc.) can lead to Google not being able to crawl through navigation, or not see content embedded in a webpage. There are increasing opportunities to use schema markups, depending on your niche. There are numerous schema opportunities for news, recipes, and even fitness video. As time goes on, there will increasingly be more and more opportunities to use schema to enhance your website, tell Google more about your website and make how your website shows up in search results better. If you perform an SEO audit now and then, you make sure your website’s up-to-date. It should be part of your frequent site maintenance cycle, I think.

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Building a strong site architecture and providing clear navigation will help search engines index your site quickly and easily. This will also, more importantly, provide visitors with a good experience of using your site and encourage repeat visits. It’s worth considering that Google is also increasingly paying attention to user experience, including mobile optimisation and site speed. If your blog lists your individual posts in order of the date that they were published, like most blogs do, then the older your blog post gets, the lower down the website architecture it goes. Every piece of content should have the user in mind. This also applies to SEO. You can’t create your next piece of content, or carry out keyword research, without knowing your audience. According to Gaz Hall, a UK SEO Consultant : "A more technical topic, most sites can review and optimise their URLs, especially when creating new pages. Making URLs short, readable and keyword-subject-rich is a simple way to make the most of them."