Google has reduced the importance of keyword phrases and now places more importance on a variety of elements, appropriately called “on-page factors.” Every piece of content should have the user in mind. This also applies to SEO. You can’t create your next piece of content, or carry out keyword research, without knowing your audience. Old-school SEO focused on keywords. New-school SEO focuses on high click-through rates, “long clicks”, freshness, and amplification...which are all signals that users are successfully finding the answers they’re looking for in your content. Anchor text can affect how Google weighs up links to your site. If linking to your homepage and referring to your brand, anchor text should just say your website or brand name. Links to your homepage that are more descriptive “leading experts in local SEO” can be seen as manipulative, so you want to avoid this.

IncludE benefits in your subheadings

Social signals - how many times a piece of content is shared, tweeted and liked - have become a crucial part of the way search engines decide which content is the most useful and should be ranked higher. Search Console shows your average position for each of the keywords you rank for and how many impressions and clicks this brings you. The featured snippets that SEOs have been striving to get are a prime example of how voice search has changed SEO. Optimizing for these snippets requires old school SEO tactics combined with something new. Make it easier for search engines to index your website.

Take all the data you get

If you’ve been producing content in a haphazard manner, hoping and praying that some of it eventually ranks, it’s time to buckle down and commit to a more methodical SEO content strategy for the web. Link Building is arguably one of the easiest steps to Search Engine Optimization, since links don’t really need to be written or phrased in a certain way. Google follows links. Links are important. So get the word out. Reach out to other site owners – preferably of topically related websites. Effective content curation, better accessibility practices and proper information architecture are all key components for strong SEO.

Are Keywords – and Keyword Research – Dead?

Keywords are still a factor in content, but with the Hummingbird update in 2013, the way they are used, viewed, and searched has changed dramatically. Although there are many different "recipes" for gaining search engine rankings, most experts in the search engine optimization (SEO) field will recommend that website content should be a priority. You can also use Fetch as Google within the Crawl section of Google Search Console to render your site the way Google sees it on different mobile devices. Gaz Hall, a UK based SEO Specialist, commented: "Although SEO is not a cure-all for businesses, it can fit into a company’s overall business strategy in several critical ways"

Make your site fast

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. There's nothing like marketing in the minute. Picking the right keywords to optimize for is very important. Usually, it’s a good idea to pick mid-tail keywords, including the local area you are focusing on. A key lesson to apply to pretty much every aspect of SEO, is not to get carried away when you find ideas that work. For example, just because quality is key, that doesn’t mean that you need to disavow every low quality link and only ever build links from the top sites.