Keyword research must be updated periodically: Search terms fall out of disfavor as language changes, a company introduces new products and services, and so on. If you are still basing your SEO strategy around keywords you should probably start to think a little bit deeper around user intent. While you should not hide your heading tag in an image, you should still give search engines more opportunities to link to your website by adding keywords in the image alt text and file name. You need to understand where you are now in order to accurately assess your future rankings.

Adjust your appearance in search

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. The key is to consistently deliver value so that people come to your site for answers. And this is also ironically what will get other good sites to link to your site. This is the perfect example of ‘emergent SEO’. Now, as you might expect from Google, the definition of what constitutes a good landing page experience is a little vague and can vary widely from one page to another. Make sure you pick a permalink structure that fits your goals. If you have a news site, it might make sense to add the publication date of the article to the URL.

Make the website about one thing

As companies adapt to a mobile-first world, they must create web experiences that are responsive and driven by rich experiences. However, without understanding or adhering to SEO best practices, content creators can inadvertently cause technical errors, duplicate content, or orphan pages. Every search engine has a program known as a “bot” or “crawler”. These programs follow links and visit websites. As they do so, they index website content and follow the links on the website to other sites. If your website has not yet been indexed, it will not appear in search results. The readability of your content has to do with the simplicity of its language, the lack of grammatical or syntactical errors, and the sentence structure. Online readability tests allow you to learn the “reading age” someone needs to understand your content. Every Search Engines use different complex mathematical algorithms for generating Search Results. Different Search Engines perceive different elements of a web page including page title, content, meta description and then come up with their results to rank on. Each Search Engine’s algorithm are different, so if you rank on Google does not definitely mean that you will rank on Google.

Making Websites More Visible

While building backlinks, developing your social media presence, and other off-site practices are great for boosting your site’s rankings, on-page optimization is still incredibly important. Make sure every page of your site contains at least several hundred words of helpful, well-written, relevant content; and optimize all your title tags and meta descriptions while you're at it. You need to produce quality content that provides valuable insight. Google has enhanced its algorithms to weed out low-quality pages from its index. Therefore, if you are not part of Google’s directory, search engines will not include you in their results. And you can imagine what that can mean for your website! Gaz Hall, from SEO Hull, had the following to say: "Keyword research is one of the most valuable things you can do to obtain and maintain high search engine rankings and promising SEO results. For most small businesses, a keyword combination contains usually three or more targeted words that describe what you do."

Focus on topic depth vs. backlinks

An SEO campaign can deliver all the traffic in the world, but if none of the visitors ever becomes a customer then the campaign has not succeeded. It seems like content should be engineered for an outcome. If you just start with an article and then ask yourself how to get traction to this everywhere, that doesn’t always work. Helping search engines know what your site’s about at a quick glance is where a sitemap and metadata play a crucial role. User experience factors that improve mobile sites are related to better SEO rankings; external links continue to decline in importance