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SERPs (search engine results pages) are not solely determined by keyword usage and links. An equally important factor in determining where websites will appear in search results is the often-overlooked intent of the consumer. Organic SEO is a lengthy process. Not because it’s complicated to implement (though it can be), but because tracking what works versus what doesn’t requires a least a few months’ worth of results to analyze. Plus, you need numbers! Traffic. It’s tough to track what’s working if you don’t have a consistent flow of online visitors leaving digital footprints for you to analyze. While it is possible to use SEO on the same pages over and over, you’ll find that it’s a lot more effective when it’s pulling all this new content under its wings, tying it all together, and pushing it all up the search engine rankings. Ensure links to your website aren’t trying to manipulate rankings by using keyword-heavy phrases in anchor text.

Links, links, links!

On Page, optimisation is the most important part of SEO. You can increase website traffic, leads, and sales, by doing better On Page SEO on the website. Successful sites load fast. Even a small delay can have an impact on visitor numbers, ad views and conversions. Once you have completed your initial keyword research, review your keywords to identify which are most relevant for your business and which have the highest volume. The first step once you start an search engine optimization (SEO) project is to find out how many keywords you expect to use for all your pages. The number of keywords needed for an organic SEO project depends on the business and what words would be beneficial to provide the site with acceptable traffic.

So, how to start?

Opening paragraphs shouldn’t be longer than one or two sentences. Make sure the thing you’re writing about is mentioned in the first sentence (i.e. your focus keyword or phrase). I like to bold the first paragraph to make it distinct. WordPress is one of the best-loved platforms out there because it’s really intuitive and can be integrated into a custom CMS. Plus, it has plenty of handy plugins to help with blog optimisation, such as Yoast, which assesses the SEO-friendliness of a blog post and gives you actionable advice on how to improve it. 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. URLs with words that are relevant to your site's content and structure are friendlier for visitors navigating your site. Visitors remember them better and might be more willing to link to them.

How are you supposed to audit your website?

People visiting your website are likely coming from all over the world and have different levels of understanding and points of reference regarding your topic. When writing, solve for as many angles and viewpoints as possible. Provide rich details, images and image captions. Add titles for each topical section so that more advanced users can find content quickly. Titles also help to naturally break up content to give readers’ eyes a break. Measuring how many visits your site gets, and analyzing the sources sending the most traffic, means you can see which content marketing and SEO strategies are getting you the best results. A holistic approach to organic growth often requires buy-in from internal stakeholders that may have little previous experience, or even worse – suspicion of SEO. We asked an SEO Specialist, Gaz Hall, for his thoughts on the matter: "If your web developer tells you that the website is accessible from a mobile device, don’t just trust him/her. Go over your mobile website yourself and check if you, as a visitor, can do all you want and need to do there."

Internal linking is a really effective SEO technique

Know where and how to use keywords in your content for maximum searchability. Create great content. Google’s reputation depends on it leading users to high quality sites, so the better and more original your content is, the more Google will like you. Don’t overstuff your page with keywords and phrases, while shoe-horning in as many variations as possible. Instead write something a reader can genuinely engage with and enjoy or learn from. Longer sentences are hard to follow onscreen. When possible, break longer sentences into multiple shorter sentences.