With all the signals in the Google algorithm – and there are hundreds of them – why would links still be so valuable as a signal? The more fresh, engaging and authoritative content on your website the better regarded it will be by search engines. Google has access to all this incredible data about where people go on the Internet through Chrome and through Android. User signals are behavioral patterns of users which Google uses to establish the rankings of your website in the search results. For instance: users click on a result in the search engines and after that, they immediately bounce back to Google. This is a signal that the website does not fit the search query of the user.

Analysing The Data

Longer URLs tend to look a little more spammy within the search engine results page, and this is amplified if there are a lot of numbers and symbols within them. Google now supports using the rel=“canonical” link element across different domains. This means that you can have similar content on both the .com and .co.uk extensions of your site, and use the canonical link element to indicate the exact URL of the domain preferred for indexing. This will make duplicate content a non-issue. Also, keep in mind that this is not required when using different languages. Google does not consider foreign-language translations to be duplicate content. But it is something to consider for multiple locale sites in the same language. Each year more than 2.8 trillion search queries are made on Google alone. This means that Google answers more than 88,700 searches worldwide per second.i In other words: Every second that your website is not indexed on Google, you miss out on hundreds, if not thousands, of opportunities in which someone might have accessed your website, viewed your content, and bought your product or services. A fast website keeps the attention of site visitors and encourages them to browse the content; a page that loads slowly will often drive users away - perhaps toward your competitors.

Failing To Optimize Keywords

Make sure every page of your site contains at least several hundred words of helpful, well-written, relevant content; and optimize all your title tags and meta descriptions while you're at it. A reputable website should have great content which is relevant to its specific industry. A site with random and incoherent articles will be spotted by Google quickly, as it’s clear that the site has been set up purely to link to other sites. This becomes a bad backlink. In a nut shell, if you want Google to love your site it needs to be full of interesting, fresh and useful content that your target customers (those searching on Google) will love. Google will only deliver high quality websites in its search results – this is how it is able to maintain 80% of the market. Not every link is created equal. Every site has links that are less important or link to pages that don’t change (e.g., a site map or your About Me page). Use the NoFollow tag for those links. In addition to low priority links, Google suggests using the NoFollow tag for untrusted content and paid links. If you have text link ads on your site, make sure they’re tagged as NoFollow.

Always ensure any anchor text looks and is natural

Every search engine was built with a different system with unique preferences and features, making each of them beneficial in their own way. But they all have two major functions: they index content and turn over relevant results when a search is processed. Google has come out and said that HTTPS is a confirmed ranking factor. That said, they haven’t actually confirmed how much this impacts search rankings. Some CMSs allow you to access the same content via multiple URLs if you don’t set them up correctly. This causes issues when search engines don’t know which is the best version to choose. Fortunately, unless you are being spammy, most duplicate content issues don’t cause a site to be penalised. According to SEO Consultant, Gaz Hall: "You can de-index any types of content that have less than 100 words. This might be the #1 suggestion for most businesses that have not done any SEO. For WordPress websites you can use the Yoast SEO plugin for this."

Accentuate the positive

Higher rankings lead to more clicks and visits from interested searchers, and that search traffic is uniquely valuable because of its high relevancy and timeliness -- people search when they’re interested or ready to perform an action. Backlinks are the foundation of Google's algorithm for determining a site’s page rank. Keyword research is absolutely critical to help you understand where your content can earn both short- and long-term wins while making your content more competitive in search engines. Low-quality links can lead to a higher bounce rate and click-through rates, which can eventually degrade the ranking of your site on search engines.