When you use a keyword, you can use associated properties from knowledge bases

RankBrain analyzes keywords against searches to let Google know what type of end results a web user is looking for. Google can then use that data to rank the relevancy of webpages concerning those keywords. Search engines are the primary method of navigation for most Internet users. For great search engine optimization, a good rule of thumb for any B2B firm’s content strategy is to present itself as a credible expert. To attract online attention for your business, you can’t just set up a website and social media profile and expect the traffic to roll in. You need to position your brand to show up in online search by utilizing search engine optimization (SEO). As you’re developing high-quality content, you’ll need to pay some attention to search engine optimization, or SEO. Your content needs to contain words and phrases that people might type into a search engine.

Use your website to build trust:

When a search engine spider crawls your website it cannot rate its design nor measure the level of your customer support or the services you offer. It can only read and grade the content on your website and the way you have managed your backlinks. Hence, there is a huge emphasis on the quality of the content on your site and the backlink structure you have adopted and exactly why link building is so important. Getting your content out there and shared generously should be your goal. Make sure the content is better than what already is ranking for your keywords; provide unique value and a fresh perspective on the topic. Consider your exposure options for your content, and get your content out to as many options as possible. Take a few minutes to jot down some word combinations that website visitors might use to find you. Once you’ve got a healthy list of keyword options, it’s time to see if people are searching for them. A solid place to start is Google’s free Keyword Planner, which helps you research keyword ideas and estimate how well they’ll perform in search results. By using internal linking strategically, you can boost the ranking of other pages on your website. Say you have a popular page that is ranking highly in Google and receiving a lot of traffic. By strategically placing a link on that page to another on your site that you want to rank, you can pass “authority” to that page.

Backlinks (inbound links) affect rankings more than anything else

If you’re an SEO-newbie you’ll probably hear lots of new and complicated terms. For certain types of product and business, SEO sometimes won’t be as successful in generating a high ROI as Google’s paid-advertising platform, AdWords. Local SEO is the process of optimising your online content and presence to make it easier for local consumers to find your business when searching for the services you offer. Keep an eye on organic search and watch out for drops in search performance, attribute those drops to specific actions, and develop a game plan for recovery and beyond.

Set a bare minimum expectation for site structure

The search engines tend to give pages with longer, more in-depth content a higher placement on SERPs. Links may very well become “democratized” as they become less representative of the overall sentiment of the online world. A very small percentage of internet users has ever published a link on a website or blog. Google regularly refreshes its search engine algorithms. These are called “Google updates.” These updates improve search results by gradually optimizing the specifications for website quality and relevance. At the same time, they counter web spam. Gaz Hall, a Freelance SEO Consultant, commented: "Do not try to avoid no-follow links completely. These links may have value in improving your search rank."