If you are really interested in improving your SEO, a strategy needs to be formulated. An SEO expert will need to identify the services or products that drive the most revenue for your business so he can deploy an SEO strategy based on your actual business model. There are many theories, some backed by data, that show Google uses user metrics such as bounce rate, click through rate, time on site, etc. when determining the relevancy of a piece of content to the searcher’s query. There are some legitimate concerns about SEO for newcomers; it isn’t a strategy you can master quickly, nor is it guaranteed to pay off. SEO is a complicated subject with many ins and outs, and it changes on an almost daily basis--but at the same time, it's not black magic. It's also not something you need an advanced degree or previous experience for.

SEO for Ideological Influence

The success of any website goes beyond Search Engine Optimization. In fact, even with the most advanced white Hat SEO tricks and strategies, there’s always more to do if you must get the much-needed attention of Search Engine spiders. If your online business isn’t taking advantage of all that SEO solutions offer, you’re bound to fall short of the competition. Reaching an international audience is an opportunity that is now available to small and medium businesses in a way that has never been possible historically. If Google decides a site no longer adheres to its quality guidelines, they may apply a site-wide penalty pushing the results down for every page. The more infractions, and the greater the seriousness of the infractions, the bigger the penalty and the further the site will drop.

Go great or go home

As opposed to general web directories, niche specific directories only accept sites that meet a certain topic criteria. For example, one directory might only accept sites about arts & crafts. Some of these directories are free, while others are paid. Users will occasionally come to a page that doesn't exist on your site, either by following a broken link or typing in the wrong URL. Having a custom 404 page that kindly guides users back to a working page on your site can greatly improve a user's experience. Your 404 page should probably have a link back to your root page and could also provide links to popular or related content on your site. Today, smartphone usage is so huge that more searches are done on smartphones than on computers. Making sure your website is mobile friendly is massively important. The reason social is such a natural extension of search is that it adds both relevancy and authority. Think about this: According to Nielsen research, 92% of consumers worldwide trust recommendations from friends and family more than any form of advertising. This is up from 74% in 2007.

Don’t be afraid to use long-form content

Another way to find places you can build links is by using a link intersection tool. These find sites that link to “competitor a” and “competitor b” but not to you. Theoretically, if they link to both of your competitors, they should be willing to link to you. Moz, Ahrefs, LunaMetrics and others have link intersection tools that work quite well. Some sites have the same URL for both desktop and mobile content, but change their format according to User-agent. In other words, both mobile users and desktop users access the same URL (i.e. no redirects), but the content/format changes slightly according to the User-agent. When SEO isn’t done right it can be the cause of wasted time, money and a lot of frustration for many businesses. They might be ranking well for some keywords, but those keywords aren’t actually bringing in qualified traffic, leads or buyers. Gaz Hall, a Freelance SEO Consultant, commented: "Your SEO efforts are really only as good as the experience you’re creating for your target persona. That’s why great SEO needs to work in tandem with great content."

Where in search results does my content appear?

Competing business demands force marketers to rely on hard attribution data to develop and support their cross-channel investment strategies. Many people still think that having a high volume of crawlable and indexable pages is always better. Google is a search engine that follows links. For Google to know about your site, it has to find it by following a link from another site. I think it's good to have lots of content on the website given the 'long tail' nature of searchers' keyword queries.