Get a clear understanding of what is Search Engine Marketing and its different branches are, i.e. understanding the difference between SEO and PAID clearly, and the pros and cons of each tactic. Be updated with all the Google algorithm updates from time to time so that your Search Engine Marketing comes in handy! Without considering a search engine user's intent, you will attract too much unqualified traffic. As our internet ecosystem has evolved, we have shared increasing amounts of personal data with services we use every day, from social networks to search engines. They then use this data to tailor the content they provide us with to what they think will be most appealing, engaging or relevant. You should also monitor trends to see what popular long tail keywords people are searching for and make sure you monitor social media as well. There are numerous ways to monitor trends you can use Google’s own Trends search tool, YouTube’s keyword search tool and there’s many more methods you can use as well.

The number of keyword phrases

The One Percent Rule states that only a tiny fraction of people within any online community actually create content. The other 99% of users consume or contribute to content, but do not create. Ranking factors play a huge role in SEO and the overall digital marketing strategy of a website. Quality will win over quantity every time and your results will not be nearly as fruitful if you’re putting out mediocre content. Bad content truly can do long-lasting damage to your website, brand and business.

Create Content With a Purpose

Backlinks are the foundation to Google’s algorithm. Once you have a good site structure in place, you need to focus on acquiring backlinks. Part of the reason data and research work well as cornerstone content is because they’re versatile. You can repurpose your original research into all the other types of content. Site speed is an essential element of any campaign and for good reasons. You’ve also got to prioritize index and site structure when reviewing your technical SEO – obvious choices but absolutely paramount. A great way to up your SEO in a general sense is to regularly update your site with quality long-form content. This could be in the form of a video, a podcast, or more commonly, a blog.

Use co-occurring words from pages that are highly ranked

Try to ensure the key phrase is an exact match to what the searcher will type into a search engine. Natural language in search is becoming more prevalent, especially with the rise in voice search and Google’s understanding of natural language queries. Everyone is familiar with the expression “content is king.” Without rich content, you will find it difficult to achieve good rankings with specific keywords and to direct traffic to your website. Keep your descriptions under 150 characters to avoid a trail off (…). This shows visitors that you have intentionally put up an informative and helpful description, opposed to the randomly generated one that Google pulls for non-optimised pages. According to SEO Consultant, Gaz Hall: "Noindex is a meta tag implementation that is sometimes used on search pages. Since some implementations of filters use the same technology as search pages, you may inadvertently be hiding some of your most valuable pages from search engines."

With Meta tags, focus on the top, most important pages first

Facebook and Twitter are two of the highest traffic referral sources for some sites, so be sure that you have profiles and are active regularly on both. People love to know about companies, so share company events, company awards, employee new hires, and most importantly, share information related to your industry that is not related to your company often. No one wants to talk to someone that consistently talks about their-self. As Google continues to prioritize the user experience in its algorithm, this data can become critical. It’s one thing to provide a list of items that generally lead to a better user experience (like we did above), but it’s another thing completely to be able to address extremely specific elements of that experience. Doing so will dramatically bias outcomes in your favor. Search engines typically prioritize site titles, page titles, blog post titles, and headings. These titles also appear in browser tabs and search results, so it's important to write them so they’re friendly to both search bots and human readers.