Google has worked to smash black-hat and spam-based link-building practices, penalizing link wheels, exchanges and paid links. In 2012 the Penguin update ushered in the link building reality we experience today. With it only natural link accumulation will gain your website & webpages authority. Keep your descriptions under 150 characters to avoid a trail off (…). This shows visitors that you have intentionally put up an informative and helpful description, opposed to the randomly generated one that Google pulls for non-optimised pages. Ongoing addition and modification of keywords and website con­tent are necessary to continually improve search engine rankings so growth doesn’t stall or decline from neglect. What is user intent? In short it is the reason why someone is searching for something in Google. What are they actually trying to achieve as a result of typing (or saying) that search term?

Keep your title tag under 55 characters

Sometimes you just can’t target a specific keyword on a product or service page of your website – it just won’t fit and look natural. In these instances you can always take advantage of having a blog. Do a quick Google search for that keyword and check what other pages rank. Most people never click beyond the first page of results (which only shows 10 web pages), meaning there will be little/no traffic for those ranking in positions 11+. Therefore, simply being indexed won’t necessarily bring organic traffic. Nothing is worse than arriving to a site and finding content with keywords strategically (and awkwardly) positioned throughout. Search engine algorithms are designed to detect content that was written for the sole purpose of boosting search engine traffic.

More focus is put on searcher intent

There are a number of ways to get relative monthly search volume, but what remains the easiest is using Google keyword planner (the replacement for the now deprecated keyword tool). CTR gives some insight into how likely potential visitors are to actually click on your site in the SERPs. Duplicate content is content that appears in more than one place online. When there are multiple pieces of identical content, it's difficult for search engines to decide which version is more relevant to a given search query. 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).

Diversify your linking profile

The search engines analyze the reading level of the web page. One popular formula for doing this is the Flesch-Kincaid Grade Level Readability Formula, which considers things like the average word length and the number of words in a sentence to determine the level of education needed to be able to understand the sentence. Use keywords relevant to your products and services that your customers are searching for, especially in your Title Tags and internal links. A sitemap is a file that tells exactly how crawlers should crawl your website. For example, if there is a page that does not get linked to your website but you still want the crawler to crawl it then you would simply include it in your sitemap file to tell the crawlers that there is something important there. Gaz Hall, an SEO Expert from the UK, said: "There was a time when SEO worked because a lot of big companies didn’t understand how important it really was. That opened up a lot of opportunities for smaller companies to make quick advances up the rankings."

Use your outreach skills

Many businesses assume that they don’t need to worry about keyword research. They think they know what terms people use to find what they sell, and they also assume that Google understands the content on their website. This is incorrect on all counts. Use the rel=nofollow tag in the links to websites that you do not trust, you think maybe using spamming techniques or you do not want to help in the search engines. Link building is still an important part of your company’s SEO strategy. Instead of trying to get as many links as possible, proper link building now focuses on relationship building and by providing valuable information. Links still matter. We should just think of them differently. Consider whether the links you attract will actually drive qualified traffic to your site, rather than just adding to antiquated metrics like external link volume.