A new shift in SEO strategy, and a redefinition of its goals, will ultimately result in a stronger campaign that can withstand the changes in search algorithms. Putting your individuality and personality across throughout the off-site SEO process (outreach emails, guest posts, social shares, etc.) makes others more likely to engage with you. Craft your unique selling proposition (USP) based on your own personality and the way you can best solve your customers’ problems. Without considering a search engine user's intent, you will attract too much unqualified traffic. Buying backlinks can and does work, however, there’s a substantial risk involved if you buy low quality ones and/or from people who openly sell them. If their website gets penalised, you’re in trouble too.

Create an interactive tool for good SEO

Ask your customers for reviews, mark them up with structured data and present them on a particular page on your site. This might do wonders. The best way to build links is to not build links. I’ve worked for companies in the past that don’t have to ask for them, they just flow in from press, customer blogs, their awesome blog posts, etc. If this is an option (and we’ll go over a couple of ways to make it more likely) you’re in a great place. Make sure your title tag is 50-60 characters long, including spaces. Anything longer and Google may cut you short. You can’t master SEO in a day, but you can resolve to make small steps in each of the areas of SEO that will make your site better and your efforts more impactful.

Writing to a Specific Reading Level

As we all know, Google change their algorithm 500+ times a year, and these are the small tweaks to make user experience and results better, and these are largely unconfirmed. Then come the larger, more drastic algorithmic changes that sometimes cause a stir in the SEO industry, mainly due client sites being negatively impacted. Customers today are on mobile for a large part of their digital experience. More searches today take place on mobile. Compared to desktop, mobile devices now account for 65 percent of all digital time spent. All content produced should serve the needs of customers on these devices through responsive web design, fast mobile load times, page navigation and layouts that reflect the needs of mobile users. A general rule to follow when creating your new URLs: use dashes (-) between words instead of underscores (_). Google treats dashes as separators, which means it can return results when you search for a single word that appears in a URL and when you search for a group of words that appears in a URL. In contrast, Google treats underscores as connectors, which means it will only return results when you search for a group of connected words that appears in a URL. The bottom line: using dashes creates more opportunities for your pages to be discovered. A popular practice, and thought to be best for SEO, is to include your target keyword as close to the start of the page title as reasonably possible (so that it still makes sense).

Why do Quality Backlinks matter?

Another valuable way to improve your domain authority is by getting other people to link to your website and your content. That takes time, some strategic networking, and a little ingenuity. While search engine bots are scanning websites for indexing purposes, they also look for links to other websites. The more high-quality inbound links the website has, the greater its link authority. In theory, every inbound link counts as a positive recommendation for a website. However, it is not the quantity of inbound links that plays the biggest role for search engines; it’s quality. Do you review and analyze your competitor’s website? You should. I do. I always keep an eye on the business across the street, or in my case, across the internet. According to SEO Consultant, Gaz Hall: "As SEOs we always want to understand the impact of site changes. Yet analyzing the data is challenging, especially in an enterprise environment with frequent site pushes and page updates. One of the biggest challenges is tracking when the change happened, what exactly was the change and what other changes might have occurred which would impact the analysis. "

Backlinks (inbound links) affect rankings more than anything else

When you are creating text, keep in mind that web users want to get information quickly. So, express yourself in as much detail as necessary, but as succinctly as possible. For example, avoid long, nested phrases and break up your texts with short paragraphs, bullet points, headings, and images. Modern link-building focuses on high-quality, original content that provides value to users and incorporates an involved audience. The days of self-serving, scammy, and spammy SEO are long-gone. And that’s a good thing. The ‘secret’ to success with SEO is no secret at all. Just focus on serving your audience’s needs and answering their questions in a thorough and empathetic way. Like desktop content, mobile pages need to load fast. Slow loading pages rank lower in Google results. Google has a handy tool called PageSpeed Insights that will tell you how fast your pages are on both mobile and desktop browsers.