The digital environment is rapidly shifting. There are over a billion websites online, and customers have countless brands to choose from when seeking solutions to their needs. Would you rather read 5 articles about one subject, or one or two well thought articles with significant amounts of data or thought process to back them up? Backlinks from relevant sites in your niche will be worth significantly more than ones from irrelevant sites or webpages. Some people believe that links from competitors for the same search position as you are worth more than others too. High Flesch-Kincaid readability score (readability) - If your content needs a Literature major to be deciphered, then you're probably not going to get a lot of links. Why? Because if they don't understand it, they have no reason to link to it. If your website or webpage suddenly or gradually changes focus over time (say from a carpentry guide to a best practice SEO guide – sounds unlikely, but you never know), then anchor text pointing to you will likely change in line with the different topic. Google may then decide that your page has changed so much that the old anchor text is no longer fresh and devalue those older links.

Add valuable insight to your creative content

company may be able to identify thousands of keywords worth optimizing—but do they have a big enough SEO budget to handle that workload? In document analysis, search engines look at whether they find the search terms in important areas of the document—the title, the metadata, the heading tags, and the body of the text. The canonical URL tells you / Google what the source of a page is. Google has stated that meta descriptions are NOT a ranking signal. But, the quality of the description will influence click-through rate, so it is very important to use this element wisely… It's important to quickly address reputation management because as part of the evaluation process Google will analyze what other people say about your website.

Check in on your competitor’s strategies

Before you start with mobile optimization, you can use Google’s free test for mobile friendliness to check the mobile performance of your website. High-quality content on and off your website and using strategic link-building tactics (internal links and backlinks) is a critical component to achieving relevancy. This strategy protects the website’s viability against the frequent changes in Google’s rules and priorities. Your competitors may be investing more in their own SEO campaigns, outperforming you in the process. Local search success can be achieved by SEO. Google knows that if a page takes too long to load, visitors are likely to click away or go back. Now, Google tends to place other factors above site speed, but while it’s not the number one factor, if your site loads slowly it’s definitely something you will want to address. If you are designing your website yourself and mess up the coding in your website, Google spiders won’t be able to read your site efficiently and this can hurt your rankings significantly.

Follow a consistent content cadence

According to SEO Consultant, Gaz Hall: "If you want to grow your audience, it could be a great strategy to focus on a different language. Creating content in a foreign language can be quite a challenge though." The goal shouldn’t be to generate links, it should be to generate buzz or discussion; to share knowledge or data or other insights that we know our audiences (and prospecive customers) will find valauble. Do not even expect to be on the first page of the Google if you believe in the theory that link building is an outdated concept. Don’t try to improve your website’s reputation by buying links or deliberately sharing links. Google has become very good at detecting these types of manipulative measures. It means that you risk falling heavily down in the rankings and it can destroy much of what you have spent time and money on creating. There areliterally hundreds of factors that contribute to your final rankings. On top of that, it can be hard to determine what kinds of trends Google may associate with your chosen keywords.

Mix the methods up

If you want people to link to you, make it easy for them. Create HTML ready snippets that people can plug right into their content to link to you, because some linkers in your community might not be too web savvy. I suggest either creating a "Link to Us" page or by using a little JavaScript to generate the HTML at the end of each article or post. To prevent users from linking to one version of a URL and others linking to a different version (this could split the reputation of that content between the URLs), focus on using and referring to one URL in the structure and internal linking of your pages. If you do find that people are accessing the same content through multiple URLs, setting up a 301 redirect from non-preferred URLs to the dominant URL is a good solution for this. Google’s featured snippets, also known as “position zero” on the SERP, can be a great opportunity to get one over your competitors in search results. 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. Having a mobile friendly website is an absolute must the last couple of years. Google introduced mobile friendliness as a ranking signal in April 2015 and since then everything on the Web is about mobile.

The first choice should be keyword research

Voice search is picking up steam. You can now use your voice to search the web, play music, navigate home, order sushi or get the latest football results. Google is constantly evolving to better understand the context and intent of user behaviour. The best way to get backlinks from other blogs and from social media sites is to write posts that are engaging and worth sharing. When you add a link to your website, you are inviting users to leave your site. Google has become tremendously more sophisticated about the signals that it does consider when it comes to applying relevance of keywords to a particular site.